Herhausen, DennisDennisHerhausenScheidegger, GianlucaGianlucaScheideggerGrewal, DhruvDhruvGrewalScheidegger, DavideDavideScheidegger2023-04-132023-04-132021-05-26https://www.alexandria.unisg.ch/handle/20.500.14171/110392This article investigates customer inspiration at the point of purchase with 142 randomized field experiments that include 52,400,331 shopping journeys. The cumulative results indicate that the product category and the video content determine the effectiveness of inspiration.enconference paper