Table 3.

IB metrics assessed through fieldwork observations.

	IB metric	Description	Indicator	Reference study
Act of buying	Impulse buying behaviour	Expression of impulsive buying behaviour during the act of purchase	Proportion of items bought on impulse	Mohan et al., 2013; Bellini et al., 2017; Bellini and Aiolfi, 2019
			Categorical variable ranging from 1 (no/planned purchase) to 3 (impulse purchase)	Beatty and Ferrell, 1998; Sharma et al., 2010
			Number of actual impulse purchases over a given time	Jones et al., 2003; Parguel et al., 2017
			Number of actual purchases in an immersive virtual store	Schnack et al., 2019