Although experiments are the gold standard for establishing causality, several threats can
undermine the internal validity of experimental findings. In this article, we first discuss these …

Traditional design, manufacturing and maintenance are run and managed independently
under their own rules and regulations in an increasingly time-and-cost ineffective manner. A …

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 …

Purpose Virtual reality (VR) is of increasing interest to marketers because it can be used to
explore and proactively shape long-term futures, co-create value with consumers, and foster …

The paper provides a review of research using virtual reality as a laboratory tool in
economics. It addresses the question of whether behavior in virtual environments is a …

How and when should retailers use 360-virtual reality (VR) versus other media? What role
does haptic sensory information play in VR and can consumers actually imagine touch? The …

Despite the annual growth of the virtual reality (VR) market, many businesses–especially
small and medium-sized ones–have been slow to adopt VR in their marketing. As many …

Choice experiment surveys are commonly used to assess the general public׳ s willingness
to pay for different levels of environmental quality. However, respondents need to …

Purpose Organizations have started using the metaverse to sell non-fungible tokens,
execute engineering processes and conduct business meetings. A condition of creating …

This research develops a typology of atmospherics that contains user-identified modules
and modular options for personalizing 3D virtual fashion stores. A content analysis of 46 …