Abstract This article contributes to different research traditions when proposes to reflect on theoretical fields, such as consumer culture and contemporary marketing. The study in a tourist and ecological conservation project revealed eco‐restricted extraordinary experiences. We found a group of volunteers that build meanings and practices connected with new actions and habits that offer, not only ecological and sustainable benefits, but new value consumption relations. In contextualizing our findings, we highlight experiences and curiosities that are glossed over in academic and practical accounts that celebrate the extraordinary experience. It was observed, by analyzing data from various qualitative techniques, that the findings cross borders of mundane ingrained practices and bring an emerging domain, where both, consumption and anti‐consumption experiences, offer insights into to a diversity of areas of knowledge.

Abstract The purpose of this research is to critically review the existing literature on responsible consumption behaviour (RCB) and identify the factors that influence it. Our findings are based on an integrative examination of 203 papers retrieved from the SCOPUS and WoS databases and analysed with the bibliometrix R software. Along with some descriptive insights into the field, we explain its intellectual structure informing future scholars about the field's evolution, and propose a future agenda for its advancement in the form, methodology, context, and themes. Five major themes emerged from our study: social values, corporate social responsibility (CSR), ethical obligations, environmental concern, and economic behaviour, which serve as a foundation for thematic future research directions. The implications for policymakers and management practice, as well as theoretical implications, are addressed.

Abstract Interruptions prevail in the retail environment, especially during consumer decision‐making. However, scant research has examined whether and how interruptions that suspend decisions affect consumer choices. We posit that interruptions heighten the consumers' preference certainty, which leads to a choice extremity effect—consumers choose their preferred products even more and their unpreferred products even less. Six experiments provide convergent evidence for the choice extremity effect and the underlying process. Study 1a shows that interruptions lead to choice extremity with a vice product (i.e., chips). Study 1b confirms the effect in the context of incentive‐compatible choices. Study 2 replicates the choice extremity effect with a virtue product (i.e., yogurts). Study 3 further tests the robustness of the effect with a decision‐related interruption. Study 4 shows that preference certainty mediates the effect of interruptions on choice extremity and rules out the level of arousal and task involvement as alternative accounts. Using a moderation approach, Study 5 shows that the choice extremity effect disappears when consumers have high self‐concept clarity. The present study contributes to research on interruptions, preference certainty, and consumer choices and provides implications for marketers.

Abstract While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy‐to‐implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.

Abstract Prosumers are individuals who produce goods they consume themselves. The prosumption literature suggests that prosumption can be enhanced through knowledge sharing, creativity and innovation, and developing expertise. In this article, we investigate the relationships between prosumption experiences, prosumption values, and affinity with a prosumption activity. We use a structural equation model approach to evaluate the relationships between these constructs and assume that affinity can mediate the relationship between prosumption experiences and values. We collect empirical data from prosumers who homebrew their own beer and confirm that prosumption experiences and values are positively related, and that affinity mediates the relationship between experiences and values. Implications deriving from these findings are discussed along with directions for future research.

Abstract Binge drinking is a wicked social problem associated with poor health and safety outcomes. However, most research on binge drinking occurs outside consumer research and marketing. This paper presents a systematic review of the contributions of key disciplines (Health, Marketing, Psychology, Economics, Management, Social Science, and Sociology) to the understanding of binge drinking. Using the theory, context, characteristics and methods (TCCM) framework, we find the need for more theoretical investigation in binge drinking research and more research conducted outside western countries. A wide set of independent factors has been included in binge drinking research, but few studies consider mediating and moderating variables. Methods used vary across disciplines and those used are mainly descriptive research, regression, and experiments. We conclude that whilst progress in this field is evident much needs to be done for greater generalizability and robustness of findings.

Abstract Luxury brands are increasingly adopting chatbots for online customer service. But, little is known about the role of adding design features such as emoticons on customers' luxury experience. This study fills this research gap by exploring the influence of a luxury brand chatbot's adoption of emoticons on status perception and its underlying mechanisms. Results from two experiments suggest that luxury brands might be better off not using emoticons in chatbot communications because it dampens the brand status perception due to perceived unexpectedness, which in turn decreases the perception of the appropriateness of the interaction with chatbots. However, this negative effect of luxury brand's use of emoticons in chatbot communication only exists for traditional luxury brands, not for masstige brands. This study advances the literature on AI, particularly regarding luxury brand‐specific chatbot applications. It also offers insights for luxury brand managers that they should be cautious in adopting emoticons in chatbot communication given the risk of ruining the brand status, especially when the brand is a traditional luxury brand as opposed to a masstige brand.

Abstract Research on food psychology demonstrates that epicurean eating tendencies (i.e., esthetic appreciation of the sensory and symbolic value of food), similar to health concerns, tend to be associated with more regulated eating behaviors. Given that wine is already a product that is more pleasure‐oriented, the question to be addressed here is whether such epicurean tendencies exert a similar effect in terms of moderating wine consumption. Two online studies demonstrate that, contrary to this suggestion, people with epicurean drinking tendencies in fact report drinking wine more frequently, and in larger quantities, than those with health beliefs. That said, when such pleasure is explicitly emphasized through textual cues, it appears to promote more regulated wine consumption. Impaired control mediates the effects of drinking tendencies as well as the effects of cueing on wine consumption. These results highlight how stressing epicurean pleasure might prove to be an effective strategy for those marketers and public authorities wanting to promote responsible wine consumption. Success in this regard might depend on whether it is the perception of the product that is cued rather than the consumers' self‐perceived wine consumption.

While the issue of behavioral change is of increasing interest to academics and practitioners, an understanding of its drivers remains limited. Consistent with the possibility that destabilizing events can trigger the implementation of beneficial changes in one's life, this research studies the COVID‐19 pandemic and its influence on the adoption of positive habits. More specifically, it focuses on positive health and lifestyle‐related behavioral changes observed within the confined population, as well as the antecedents of such changes. Two surveys conducted 1 month apart in an urban setting severely affected by the pandemic confirm the role of optimism toward the crisis as an antecedent to four changes: slowdown in pace of life, decluttering of personal space, reflection on consumption habits and adoption of healthy behaviors. Collective resilience, social support and anxiety are identified as determinants of optimism. Results suggest an evolution of certain relations including the increase of collective resilience effect on optimism over time.

Abstract The relationship between augmented reality (AR) in mobile applications and consumers' online impulse purchase intention is still at its nascent stage. This study focuses on the cosmetics category under online purchase. Firstly, it examines the relationship between women consumers' motivation to use AR in the mobile app, vis a vis perceived quality of augmentation on perceived value. Secondly, it also tests the relationship between perceived value and impulsive online purchase. Thirdly, it examines the mediating role of perceived value between two exogenous variables and impulsive intention of online purchase. Further, it tests the moderating role of product involvement between perceived value and impulsive intention of online purchase. We collected data from 343 millennial women respondents and analyzed them using PLS‐SEM. The results highlight that AR in mobile applications can lead to impulsive purchase intentions among millennial women.