19 Chapter 2 We are steering the wheel of our own lives. We walk on the streets, where our will thrives. The more we feel that way, the less it is true. Interacting with screens, already will do. In this first empirical chapter we study the effect of interactive screens in store windows (as phygital cues) on impulse buying urges and to what extent self-agency functions as a mediator in this relationship. This chapter is a response to the contemporary societal development where the physical and digital world continuously merge.
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