The consumer decision journey model has become increasingly important to understand
consumer decision-making processes. Although the term originally emerged with Court et al …

The world of retailing is being reimagined and transformed at breakneck speeds due to new
technologies, as well as due to changes in consumer purchasing behavior resulting from the …

Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential
retailers align online and offline experiences, guidance on choosing or combining these …

Digital communication, the electronic transmission of information, reflects and influences
consumers' perceptions, attitudes, behaviors, and shopping journeys. Thus, data stemming …

Abstract Language plays a fundamental role in every aspect of life. But only recently has
research begun to understand the role of language in consumer behavior. This paper offers …

Influencer marketing is a popular strategy to connect with consumers. However, influencers'
use of overly high-arousal language in promoting products (eg,“it's totally AMAZING!”) has …

Determinant attributes play an important role in consumers' purchase decisions. Firms rely
on them to differentiate their products. Determinant attributes are typically identified using …

Influencer marketing is a popular strategy to connect with consumers. However, influencers'
use of overly high-arousal language in promoting products (eg,“it's totally AMAZING!”) has …

Digital advertising platforms have emerged as a widely utilized data source in consumer
research; yet, the interpretation of such data remains a source of confusion for many …

The use of conversational agents (eg, chatbots) to simplify or aid consumers' purchase
decisions is on the rise. In designing those conversational agents, a key question for …