97 Chapter 5 Conclusion The research question this dissertation started with was: To what extent do media cues affect consumers’ impulse buying urges and behaviors, and what is the role of self-inference processes in these potential effects? With a total of seven experiments and three surveys, we can confirm that media cues can affect both impulse buying urges and behavior. We determined positive small to medium effects of phygital cues and advertising cues, with respective self-agency and moral justification as self-inference processes that explain these effects. We did not find an effect of mediated mindfulness cues on impulse buying. By approaching impulse buying from various perspectives (retailers, socially responsible entrepreneurs, consumers and the environment), measuring it on various manners (trait, urges, behavior), and studying it as an effect of contemporary media cues (phygital, CSR-advertising, mediated mindfulness cues) arising from contemporary societal developments, we aimed to contribute to the understanding of how impulse buying is influenced in the current world.
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