27 Chapter 2 Image A: impression of the conditions. Image 1: Low-interactivity condition after the participant pressed play, where levels of control, two-way communication, and synchronicity were kept low. Image 2: High-interactivity condition after the participant pressed play, where levels of control, two-way communication, and synchronicity were higher. Participants. All participants (N = 102) were adults (Mage = 48.42, SD = 19.96) and passers-by of the store where the interactive screen was located. Only women were approached to participate since the store in question only sells women’s clothing and therefore mostly sells to women. The participants fitted the natural group that could possibly be induced to buy impulsively at the store. Procedure. The condition the participants were exposed to depended on the day they were asked to participate. The conditions were altered every day and week (also between the three experiments) to counterbalance the possible effect that ‘day of the week’ could have on the dependent variables. We hired student assistants to collect the data in the shopping street where the store was located. They attended a short training in advance, where they were trained on how to approach passers-by and what procedure to follow during data collection. After reading and signing an informed consent that, among other things, stated that participation was voluntary, participants were asked to use the screen in the store window. Since Experiment 1 was a partially explorative study, the participants were either asked to interact with the screen for one minute or for as long as they pleased, so it could be determined if a set interaction time would lead to different results than with no set time. Next, the participants filled in the questionnaire to measure the dependent and mediating variables. Afterward, they could voluntarily leave their email addresses to participate in a raffle to win a voucher worth 50 euros for the store in question. Last, all participants were debriefed and thanked for their participation.
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