Virtually all current theories of choice under risk or uncertainty are cognitive and
consequentialist. They assume that people assess the desirability and likelihood of possible …

Experiential marketing is effective in influencing tourist behaviour because pleasure tourists
travel in pursuit of fantasies and positive emotions. The influences of experiential marketing …

This paper introduces a conceptual framework for understanding new and futuristic in-store
technology infusions. First, we develop a 2× 2 typology of different innovative and futuristic …

This study examined the factors affecting learners' adoption of an educational metaverse
platform using an extended UTAUT (unified theory of acceptance and use of technology) …

Augmented reality (AR) tools can increase the effectiveness of traditional marketing
approaches. This study tests the effectiveness of AR advertising in the specific context of …

The use of immersive technologies has changed the consumption environment in which
retailers provide services. We present findings from a study designed to investigate …

Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

The recent rise of consumer virtual reality (VR) hardware raises important questions in the
field of online marketing: what makes 3D VR more informative and playful than conventional …

Across various customer experiences, Augmented Reality (AR) is emerging as a strategic
experience design tool. This study contributes to an emerging body of research on the use of …

Virtual reality can influence consumer behavior in powerful ways, but in the domain of
tourism marketing, less is known about the psychological process. One possibility is that VR …