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 consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research;...

Purpose: The purpose of this paper is to demonstrate how consumers choose among three different options offered by a firm in a monopolistic setting, namely, to buy a standard product with a non-customizable design, to ask the firm to customize a product using the consumer’s ideal design or to...

Purpose: Service delays are of significant concern to both consumers and companies – delays cost both groups billions of dollars and lead to consumer frustration and switching activity. Therefore, determining means of overcoming negative consumer reactions to delays is important, and the...