Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

Extending product lifespan has recently been recognized as an important strategy to
achieve sustainable development. A substantial corpus of literature explores product …

Purpose Singles' Day (SD) in China is the world's biggest online shopping event while
consumer dissatisfaction is also on the rise. Both theory and practice need sharper insights …

Drawing on regret theory and the product-type literature, it is argued that emotions elicited
during hedonic product consumption reduce the negative consequences of regret and brand …

A conceptual model based on the antecedents and consequences of online consumer
satisfaction has been proposed and empirically proved in this study. Data were collected …

Negative online reviews can significantly hurt future sales. After impulsive decisions,
consumers may feel regret and write negative online reviews. Two studies are conducted to …

While the positive aspects of the flow state have been widely researched, the effects of being
aware of this state and the negative consequences still need to be explored. The loss of …

Customer journey models consider information search behavior only at the pre-purchase
stage, yet consumers search for information after purchasing. This paper updates customer …

Marketers routinely use metaphors to compare abstract concepts to concrete concepts in
remote domains. For example, a tagline “Supercharge your day” compares energy to …

Extending the study of consumer-brand relationships in the post-purchase stages of
consumer decision making and in situations involving unfavorable comparisons with …