...Tilottama G. Chowdhury; Adwait Khare; Robin A. Coulter Purpose This paper aims to propose the sensory stimulation spillover effect phenomenon, defined as the process by which sensory stimulation in one area generates positive impressions and favorably impacts opinions in other areas. Specifically...

... variables underlying that switchover process. Design/methodology/approach This study identifies and tests the key factors that motivate the user-provider transition by introducing the spillover effect from the proenvironmental literature into collaborative practices and using four experimental designs...