Research on psychological ownership is prevalent in the consumer domain. This article
details the theoretical core of psychological ownership, integrating research in consumer …

Construal level theory (CLT) offers a valuable framework to explain the mechanisms that
trigger evaluations, predictions, and behaviors by linking the degree of mental abstraction …

Social media is emerging as a powerful platform for marketing communications. More than
half of the world's population, companies, influencers, and celebrities use social media …

Virtual reality (VR) has grown in popularity and technological ability, offering wider potential
for retailers to immerse consumers in branded experiences. On the industry side, experts …

Marketers use augmented reality (AR) to place virtual brand‐related information into a
consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory …

Sensory elements are an important aspect of both offline and online retail stores and can
non-consciously influence consumer judgments and purchase behavior. In offline settings …

Retailers are increasingly aware of the importance of store atmosphere on consumers'
emotions. The results of four experimental studies demonstrate that the sensory cues by …

Experiential marketing has emerged as an effective strategy to promote hedonic tourism and
hospitality experiences through stimulating tourist imagination and positive emotions. This …

Food has a daily impact on all consumers, requiring frequent evaluations and decisions pre‐
consumption, during, and post‐consumption. Given the number of consumer interactions …

Highlights•Effect of aromas on appetite differ by context (laboratory vs. field) and delivery
method (length, intensity of exposure).•There has been a shift in sensory research to …