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Article
Publication date: 25 November 2021

Anne Moes, Marieke Fransen, Bob Fennis, Tibert Verhagen and Harry van Vliet

Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers…

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Abstract

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 surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.

Design/methodology/approach

An interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.

Findings

Highly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.

Originality/value

This is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Available. Open Access. Open Access
Article
Publication date: 28 May 2024

Sai (Jane) Jing, Ping Li, Chris Ryan, Cora Un In Wong and Mary Anne Ramos Tumanan

This study aims to identify the attitudes of Chinese residents towards tourists and tourism development. Based on periods of observation, temporary residency and several visits…

524

Abstract

Purpose

This study aims to identify the attitudes of Chinese residents towards tourists and tourism development. Based on periods of observation, temporary residency and several visits for more than a decade, and supplemented by data collected from 478 residents, the study examines to what extent the rural villagers identify the tourism induced changes as being an outcome of official Chinese policies. The villages, Xidi, Hongcun and Nanping, are three heritage villages in Anhui Province and represent appropriate case studies for such an examination due to their differing histories of tourism administrative procedures. Findings contribute to scholarly knowledge by putting pro-poor tourism and community participation under scrutiny in Chinese context. A change of residents’ perceptions towards tourism could potentially be consequential for tourists’ experience and the sustainability of tourism development, particularly in emerging rural destinations.

Details

Tourism Critiques: Practice and Theory, vol. 5 no. 2
Type: Research Article
ISSN: 2633-1225

Keywords

Available. Content available
Book part
Publication date: 29 September 2016

Abstract

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Divorce, Separation, and Remarriage: The Transformation of Family
Type: Book
ISBN: 978-1-78635-229-3

Available. Content available
Book part
Publication date: 12 December 2007

Abstract

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Inequalities and Disparities in Health Care and Health: Concerns of Patients, Providers and Insurers
Type: Book
ISBN: 978-0-7623-1474-4

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Book part
Publication date: 26 November 2020

Abstract

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Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Available. Content available
Book part
Publication date: 28 August 2007

Abstract

Details

Research in Personnel and Human Resources Management
Type: Book
ISBN: 978-0-7623-1432-4

Available. Content available
Book part
Publication date: 18 August 2011

Abstract

Details

Women of Color in Higher Education: Turbulent Past, Promising Future
Type: Book
ISBN: 978-1-78052-169-5

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Book part
Publication date: 28 August 2018

Abstract

Details

Exploring the Culture of Open Innovation
Type: Book
ISBN: 978-1-78743-789-0

Available. Content available
Article
Publication date: 26 October 2012

345

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Available. Content available
Article
Publication date: 11 May 2012

240

Abstract

Details

International Journal of Climate Change Strategies and Management, vol. 4 no. 2
Type: Research Article
ISSN: 1756-8692

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