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Understanding how to retain users of augmented reality (AR) shopping apps and to motivate them to purchase is vital to the success of AR apps. This study assessed the chain effect of AR attributes on purchase intention and reuse intention through cognitive and affective factors.

The data were collected from Thai users of the IKEA Place app using an online survey. A link to the survey was posted on Thai furniture groups on social media platforms. The 439 responses were analysed using the partial least squares (PLS) approach.

The results revealed that all four AR attributes, namely interactivity, vividness, novelty and spatial presence, significantly influence perceived enjoyment, perceived diagnosticity and perceived value. Brand attitude, as a key driver of purchase intention, is influenced by perceived value. Attitude towards the app significantly affects reuse intention and is affected by affective and cognitive factors.

The findings enable shopping app designers and marketers to successfully promote the brand, retain users and boost sales by effectively incorporating AR.

The study extends the literature on the impacts of AR apps on customer behaviours by including affective factors in addition to cognitive factors to explain why AR attributes influence customer attitudes and behaviours. Furthermore, the study demonstrates the serial causal paths from AR attributes to customer behaviours.

When making decisions about their future dream holidays, tourists often spend significant time thinking about future scenarios. This is an example of ‘mental time travel’, a process called prospection. The concept of prospection refers to human ability of ‘pre-experience’ the future and hence how that future ‘feels’, which is why it is sometimes called affective forecasting. There is a large volume of psychological research on prospection, but in applied fields, the use of various terms makes the current literature complex, disconnected and hard to navigate. This chapter provides an introduction to prospection as an underlying mechanism explaining some of the effects of experiential marketing. It discusses tourism prospection-related terms, errors of prospection and mental biases and ways to better manage tourist experiences.

Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.

Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.

Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.

This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.

Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.

To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

Stories are a part of being human. They are powerful tools to create social bonds, elicit emotions, and consolidate personal and shared memories. Their role, characteristics, and effects are studied in a variety of scientific fields. In tourism, they can enhance destination distinctiveness, as well as the tourist experience. However, the cognitive processes through which stories contribute to elicitation of emotions or memorability, the very reasons why they are considered important in tourism, are still little understood. This chapter discusses some of the cognitive processes involved in storytelling drawing insights from cognitive psychology and neuroscience, which may help in better understanding and managing the tourist experience.

The author aims to walk beside the singular privileged class of White women’s suffrage feminist origin story to (re)construct plausible feminist fragmented threads as antenarratives in the context of business management education. To accomplish this (re)assembling of threads, the author examined two North American business trade publications created and used within two business schools, Harvard University’s Harvard Business Review (HBR), established in 1922, and Western University’s The Quarterly Review of Commerce (The Quarterly), established in 1933.

The author carefully reviewed almost 4,000 articles from HBR and The Quarterly, focusing on 308 articles that addressed the experiences of complex women. With this subset of collected articles, the author highlighted overlooked details, accidents and errors, generating interest and curiosity about the emergence of these fragmented and paradoxical origins that align with Foucault's histories of errors. By grouping these narrative fragments into themes and conducting a critical discourse analysis that incorporated influences from the external environment, the author reconstructed plural feminist origins antenarratives.

The themes discovered, including women as consumers, explicit working women concerns, women as authors/coauthors, diversity and social justice initiatives, and women in higher education/training, are not merely descriptive observations. They are the building blocks for identifying and analyzing the power relations circulating among feminist origins antenarratives within management education circles. These antenarratives include shedding light on women working in capitalist contexts, the educational needs of business women, and men and naming (but not breaking) the “mythologies” of women at work. These findings are transformative to the understanding of plural feminist origins.

The uniqueness of this work lies in its threefold contributions: moving away from the notion of a singular feminist origin story and instead embracing the complexity of multiple, paradoxical and incomplete origins; shedding light on the spectrum of power relations – ranging from productive to oppressive – that shaped the experiences of women in two management educational circles during the first half of the 20th century; and introducing the concept of inflection points, which underscores the fluidity of knowledge.

Awe is a multidimensional emotional experience that has the potential to adjust one's beliefs and schema. Vastness is the core cognitive appraisal required to elicit awe. An appraisal of vastness can challenge an individual's present frame of reference. The cognitive process, need for accommodation, can be activated by the appraisal of vastness. Both an appraisal of vastness and the need for cognitive accommodation are essential to experiencing awe. This chapter presents an overview of the rapidly emerging research on awe through a cognitive appraisal lens. It highlights the importance of immersive experiences and nature contexts within tourism, illustrated by examining immersive, marine tourism activities on the Sunshine Coast, Australia. The case study discusses tourists' experiences of engaging scuba diving, swimming with whales, whale watching, and the elicitation and experience of awe and associated cognition.

This paper aims to unravel the relationship between market-driven impacts of climate change and firms’ deployment of renewable energy (RE) innovation. The purpose is to understand how market-related forces, influenced by uncertainty, shape firms’ behaviour in response to climate change challenges.

Drawing on the behavioural theory of the firm (BTOF), the paper develops a conceptual model to decode the relationship between each category of market-driven impacts and the resulting RE innovation within firms. The model takes into account the role of uncertainty and differentiates between multinational enterprises (MNEs) and domestic firms.

The analysis reveals five key sources of market-driven impacts: investor sentiment, media coverage, competitors’ adoption of ISO 14001, customer satisfaction and shareholder activism. These forces influence the adoption of RE innovation differently across firms, depending on the level of uncertainty and the discrepancy between environmental performance and aspiration level.

This paper contributes to the literature in four ways. Firstly, it emphasises the importance of uncertainty associated with market-driven impacts, which stimulates different responses from firms. Secondly, it fills a research gap by focusing on the proactivity of firms in adopting RE innovation, rather than just operational strategies to curb emissions. Thirdly, the paper extends the BTOF by incorporating the concept of uncertainty in explaining firm behaviour. Finally, it provides insights into the green strategies of MNEs in the face of climate change, offering a comprehensive model that differentiates MNEs from domestic firms.

With technological innovation elements and the competitive market environment becoming increasingly complex, numerous firms utilize network embeddedness to achieve and sustain innovation. However, empirical research has not conclusively established which form of network embeddedness more effectively facilitates corporate innovation. Drawing on the heterogeneous network resources perspective, this study explores the impact of market network embeddedness, technology network embeddedness and their synergy on the green innovation performance of manufacturing small and medium-sized enterprises (SMEs). Furthermore, it investigates the moderating role of resource orchestration capability in these relationships.

Through an online questionnaire survey of Chinese manufacturing SMEs, 293 sample data were collected, and the hierarchical regression analysis was conducted to test the hypothesis.

The results indicate that market and technology network embeddedness significantly enhance green innovation performance, with the former exerting a more significant impact. Furthermore, the synergy between market and technology network embeddedness positively influences green innovation performance. Additionally, resource orchestration capability strengthens the positive effects of both market and technology network embeddedness on green innovation performance, while the moderating effect of resource orchestration capability on the relationship between the synergy of the two and green innovation performance was insignificant.

The study faced many limitations, such as collecting primary data, which relied on a questionnaire only, using cross-sectional data and examining only manufacturing SMEs.

Based on the heterogeneous network resources perspective and integrating social network theory and resource orchestration theory, this study explores the impact of network embeddedness on the green innovation performance of manufacturing SMEs, which sheds new light on the network embeddedness research framework and also enriches the antecedents of green innovation. In addition, this study provides implications on how manufacturing SMEs effectively utilize network embeddedness and resource orchestration capability to enhance green innovation performance.