22 The Urge to Splurge notion that more research on newly developed technologies in interactive marketing is necessary (Wang, 2021). Based on previous research on interactivity in online contexts, interactive screens could arguably increase impulse-visit urges and impulse-buying urges (e.g., Kim and LaRose, 2004; Huang, 2016; Yim et al., 2017; Hu and Wise, 2021). However, these studies state either that interactivity and impulsivity are related to each other or that interactivity can positively affect persuasive outcomes in general. They do not provide any insights into the causal effect of interactivity on impulsivity. This study, however, conducts three field experiments and can therefore draw valid conclusions on the effect of interactivity on impulse-buying urges. Moreover, the abovementioned studies were conducted in an (experimental) online setting. Online shopping motivations and behavior do not necessarily correspond with offline shopping motivations and behavior (Haridasan and Fernando, 2018); therefore, it is still unclear whether the results of online studies hold in physical surroundings. Furthermore, in-store shoppers (compared to online shoppers) are known to value interaction (Haridasan and Fernando, 2018). It is therefore remarkable that the effect of interactivity on impulse buying has not been studied in the context of physical shopping. Accordingly, the first aim of this study is to examine whether interactive screens in store windows positively affect impulse-visit urges and impulse-buying urges. This could provide relevant insights literature on interactive-marketing and for practice (Pantano, 2016). This study’s second aim is to gain insight into the underlying mechanisms that explain the possible effects of interactive screens on impulse-visit urges and impulse-buying urges. Although previous research on underlying mechanisms of impulse buying contributed significantly to the body of knowledge (e.g. Styvén et al., 2017), many studies assert that the antecedents, manifestations, underlying processes, and consequences of impulse buying, particularly as they pertain to interactive choice contexts, are still poorly understood (Pham et al., 2017). This study aims to clarify which psychological state, triggered by interactivity, enhances impulse visits and impulse purchases. The agency model of customization (AMC; Sundar, 2008) suggests that interactive techniques could possibly enhance self-agency, which could increase positive attitudes toward displayed content. We will explore, with three field experiments in an Amsterdam-based clothing store, the extent to which self-agency contributes to the effects of interactivity on impulse-visit urges and impulse-buying urges. Herewith, we contribute to the interactive-marketing literature since self-agency is not studied before as a possible mediator that could explain the positive effects of interactivity.
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