30 The Urge to Splurge In addition to the constructs displayed in Table 2, we measured several other variables in Experiment 1 for exploratory reasons, such as feelings of product ownership and numerous emotions.4 Results. The manipulation check showed that participants significantly scored higher (t = -4.90, p < .001) on active control in the high-interactivity condition (M = 4.34) than in the low-interactivity condition (M = 2.73). This was also the case for overall perceived interactivity (M = 3.67 versus M = 2.42, t = -4.14, p < .001). The manipulation succeeded. To test H1a and H1b (high interactivity leads to stronger impulse-visit urges and impulse-buying urges than low interactivity), we performed a oneway ANOVA. Results show that both direct effects are not significant (impulse-visit urges: F (1, 96) = .10, p = .754; impulse-buying urges: F (1, 96) = 2.51, p = .259). We also tested the proposed mediation hypotheses, such that self-agency mediates the effect of interactivity (high versus low) on impulse-visit urges and impulse-buying urges, using PROCESS’s model number 4 (Hayes, 2017). These analyses show that interactivity does not affect impulse-visit urges through self-agency (H2a, 95% CI: [-.01 to .76]). Therefore, hypotheses 1a, 1b, and 2a are rejected. We did find a positive effect of interactivity on self-agency (b = 1.22, SE = .28, 95% CI: [.66 to 1.78]) and of self-agency on impulse-buying urges (b = .31, SE = .10, CI: [.11 to .51]). Subsequently, we find a positive mediation effect of interactivity through self-agency on impulse-buying urges (b = .38, SE = .18, 95% CI: [.10 to .81], effect size PM = .15). Hypothesis 2b, self-agency mediates the effect of interactivity (high versus low) on impulse-buying urges, is therefore accepted. See Table 3 for the means of the outcome variables of each experiment. 4. The first author can be contacted for a full list of these explorative variables. We did not find any significant results of these explorative variables and will not mention these further in this study. Table 3: Means and standard deviations of self-agency, impulse-visit urges, and impulse-buying urges in low interactivity and high interactivity conditions per Experiment. * Significant difference between low and high interactivity within the same Experiment. Low interactivity High interactivity Condition SA IVU IBU Exp. 1: 1.88 (1.24)* Exp. 2a: 1.75 (1.15)* Exp. 2b: 2.06 (1.40)* Exp. 1: 3.05 (1.58) Exp. 2a: 2.89 (1.56) Exp. 2b: 2.94 (1.64) Exp. 1: 3.15 (1.49) Exp. 2a: 2.67 (1.35) Exp. 2b: 3.18 (1.44) Exp. 1: 2.28 (1.27) Exp. 2a: 2.34 (1.17) Exp. 2b: 2.88 (1.56) Exp. 1: 2.60 (1.48) Exp. 2a: 2.51 (1.37) Exp. 2b: 2.50 (1.35) Exp. 1: 3.02 (1.53)* Exp. 2a: 3.54 (1.82)* Exp. 2b: 3.44 (1.84)*
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