According to recent research in augmented reality (AR) marketing, AR‐based product presentations have the potential to create extraordinary shopping experiences across the customer journey. However, the mechanisms that drive key marketing metrics, such as brand evaluations or purchase...

A recurring issue in the discourse about choice modelling is the role of consideration sets. Many scholars have proposed that consumers will follow a twostage decision process. This paper argues that in spatial choice contexts the role of the consideration set may largely depend on the decision...