Consumer vulnerability affects billions of consumers worldwide, yet there is no consensus
about what constitutes this state or about its consequences for consumers. Indeed, while …

Purpose The paper focuses on extended reality technologies and their potential contribution
to the improvement of services. First, it identifies extended reality technologies (AR/VR) as …

Many businesses across sectors are using extended reality technologies to enhance the
consumer experience. In the restaurant industry, digital technologies are gaining growing …

The present study aims to provide a deeper understanding of consumers' emotions in a
shop** mall by taking into account its two dimensions ie pleasure and arousal. The …

This paper examines the effects of dynamic pricing versus simple price differentiation for
services through price confusion and price unfairness perceptions on price-disadvantaged …

Many firms, including Amazon and IKEA, utilise augmented reality (AR) technology to
enhance the consumer experience. In the retail industry, AR is gaining increasing traction as …

Digital transformation has had an unprecedented influence on all sectors of business over
the last decade. We are now entering an era characterized by the extensive digital …

This paper explores the benefits of measuring emotions and their dynamic nature during the
customer experience with neurophysiological measures. In this study, emotions are …

This mixed-methods study conceptualized and developed a scale to measure vicarious
nostalgia in heritage tourism. Based on a comprehensive literature review, vicarious …

Although ensuring food safety is still an urgent social issue in China, ethical consumption
practices are relatively new, and ethical food is not widely consumed. Chinese consumers …