Non-fungible tokens (NFTs) are unique digital assets that exist in a given blockchain. NFT
projects, containing unique collections of these assets, are blockchain-based companies that …

Politicians' clear separation between their professional and private lives has been challenged
by a growing need to be seen as personable, especially on social media where this is the …

Existing research on experiential offers often examines the impact of such offers on
consumers’ evaluations (eg, customer satisfaction). Yet existing research has neglected that …

Employees are often depicted in service firms’ marketing communications material. This study
examines one particular aspect of such depictions: the signaling of happiness in terms of …

Purpose This paper aims to assess the impact of perceived effort related to packaging on
overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how …

Storytelling is frequently discussed in the experience literature, yet this literature rarely deals
with consumption of stories per se. Here, we argue that absorption is a central aspect of …

People increasingly are in motion when exposed to advertising, which begs the question, “Are
moving consumers more influenced by advertising?” This article builds on grounded …

Despite the allure of online shopping, in which everything is just a mouse click away, most
consumers spend much time in the physical world of retailing. Indeed, the great majority of all …

This research explores consumption and transferability of utility across digital and non-digital
planes, using the context of NFTs. Through the process of ‘minting’, creators and owners of …

Despite digitalization, e-commerce, and the fact that people spend more and more of their
time in front of screens and devices, people still have physical bodies. This thesis comprises …