Purpose – The purpose of this paper is to examine consumer emotions and the social science and observation measures that can be utilised to capture the emotional experiences of consumers. The paper is not setting out to solve the theoretical debate surrounding emotion research, rather to...

Purpose – To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future. Design/methodology/approach – A historical review of the development of...

Purpose: To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This paper aims to examine whether the existing body of neuromarketing literature can support such growth....

Although web pages and sites consist of a multitude of individual cues, this paper argues that marketers need a gestalt approach to understand how consumers perceive online shopping environments. Following a systematic review of the literature on categorizations of online shopping environments,...

Purpose: Experience matters to both shoppers and marketers. It can be the aim of a shopping navigation; the cues of the environment also create an experience. Whilst much is known about how experiences are staged offline, the characteristics of the online medium necessitate a re-examination of...

Brands, as actors participating in the marketplace's social discourse, have the ability to lower and, equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the unprecedented...

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the...

Purpose – To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future. Design/methodology/approach – A historical review of the development of...