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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.

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.

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.

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.

This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an experience orchestrated by one of the main sponsors of the event. We compare the data of participants who ran the marathon and also engaged in the experience with those who solely ran the marathon. The results reveal that participating in the experience increases top of mind awareness, brand recall and attitudes towards the sponsoring brand, compared to just running the marathon. Additionally, within the experience condition, brand experience and flow predict brand attitudes.

Purpose: This study explored technology-mediated abuse (TMA) by looking at the influence of topic exposure via education (in/formal), media (non/fictional), and personal experiences (self/close others) in shaping public knowledge, understandings, and perceptions of TMA.

Methodology: Community-sampled respondents (N = 551; n = 235 men, 263 women; aged 18–81 years, M = 27.42, SD = 12.31) reported their TMA awareness and topic exposure (n = 110; 20% of the total sample indicated prior exposure).

Findings: Results indicated TMA knowledge, understanding, and perceptions varied by prior sources of topic exposure. This suggests that TMA is a crime varying in public awareness and perceived repercussions.

Research limitations: Open-ended responses, although ideal for exploratory studies such as this one, limit the scope and power of quantitative analyses. Future work should test the current study’s conclusions in a generalizable, random sample via closed-item surveys.

Originality/value: Present findings elucidate which societal forces and education types are best suited for helping people understand TMA in all its complexity. Such understanding allows for practical considerations of the comparative in/effectiveness of formal curriculum and media in shaping cognitions regarding TMA victimization.