...Federica Caboni; Lucia Pizzichini Purpose Augmented reality (AR) technology currently plays a central role in the retail sector, rapidly changing consumers’ behaviours and retailers’ strategies. The purpose of this paper is to identify the behavioural changes that have occurred due...

...Miralem Helmefalk; Adele Berndt While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce. Purchasing Retailing Sensory marketing Consumer behaviours...