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Keywords: Discovery
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–20.
Published: 18 August 2026
... reality ( AR ) tools, this study aims to develop and validate a framework to show how technology-enabled experiences can lead to consumer self-discovery. Design/methodology/approach The study is grounded in the Thought-Emotion-Activity-Value framework, the extended self and theories of identity...
