17 Chapter 2: In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency1 1 Adapted from: Moes, A., Fransen, M., Fennis, B., Verhagen, T. and van Vliet, H. (2022), «In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency», Journal of Research in Interactive Marketing, Vol. 16 No. 3, pp. 474-457. https://doi.org/10.1108/JRIM0097-2021-03
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