36 The Urge to Splurge ipants were real passers-by and were therefore not asked to visit but just to participate in the study. This makes this study highly valuable in both practice and science. This study shows that interactivity (through interactive screens in store windows) can positively affect impulse visits and impulse purchases, if the underlying mechanism, ‘feelings of self-agency’, is activated. This is an interesting and relevant insight that should be examined extensively. Therefore, we encourage other researchers to determine if they can replicate our findings in different settings, search for other mediators that may explain the positive (and possibly negative) effects, and explore the role of possible moderators that could aggravate the effect of interactivity, such as consumer-brand identity (Graham and Wilder, 2020). This study can serve as a foundation for future research as it is the first to examine the effect of interactive screens in store windows on impulse urges. It is also the first to show that self-agency is an important explanation for the positive effects of interactivity.
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