This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool
using two products — sunglasses and watches. Study 1 explores the effectiveness of AR by …

Much prior literature has focused on how hedonic shopping motivation operates in hedonic
shopping environments such as shopping malls, but few empirical studies have assessed …

Augmented reality (AR)-based virtual try-on product presentations allow consumers to
assess how well the displayed products match their actual bodies, unlike traditional Web-based …

This study examined consumers’ responses to interactive media in a restaurant setting (ie,
digital menus). Study 1 tested a conceptual model, which examined the underlying process …

Purpose – Limited attention has been paid to the cultural influences on the formation of
consumer attitudes toward luxury brands (LUX). The purpose of this paper is to investigate this …

The popularity of stereoscopic 3-D technology is encouraging advertisers to adopt this
format as a new advertising tool in diverse contexts. This research investigates the impact of …

Purpose Given that many consumers are skeptical about environmentally based advertising
campaigns, the purpose of this study is to propose an optimized message strategy to …

This current research consists of two studies that employ the psychological construct of self-referencing
with the goal being to identify an optimal means by which ad viewers are able to …

Purpose Native advertising on social media continues to be a popular ad placement for
marketers. With native ad-content relevance in need of further exploration regarding individual …

Two studies are conducted to test how consumers respond differently in feeling nostalgic
depending on age and gender. Study 1 uses narrative writing tasks to empirically test the effect …