Moes, Anne; Fransen, Marieke; Fennis, Bob; Verhagen, Tibert - In: Journal of Research in Interactive Marketing 16 (2021) 3, pp. 457-474
Purpose: Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical...