J Assoc Con Res
Introduction
Journal of the Association for Consumer Research, 10(2)
INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: TOCs
Editorial
—Andrew D. Gershoff
Consumer Behavior in the Metaverse: Understanding Patterns, Mechanisms, and Implications
—Haiyang Yang and Amitava Chattopadhyay []
The Metaverse: Lessons from the Front Lines of Brand Innovation
—David Lehman []
Navigating the Promise and Pitfalls of Extended Reality Interventions for Mental Healthcare
—Joseph F. McGuire, Alexandria H. Chang, Nathan M. Boyle, Lauren E. Browning, and Kesley A. Ramsey []
Fragile Permanence: How NFTs Shape Perceptions of Artistic Identity and Value
—David Finken, Tim Döring, and Reto Hofstetter []
A Matter of Taste: Seeking Uniqueness in the Metaverse Consumption
—Qing Tang, Xun (Irene) Huang, and Kuangjie Zhang []
Phygital Luxury: The Influence of NFT-Linked Digital Twins on Consumer Responses to Physical Luxury Products
—Raz Henkin, Dikla Perez, and Tobias Otterbring []
Online-Offline Self-Identity Overlap and Consumer Decision to Acquire Digital-Physical Twins in the Metaverse
—Yi Lu, Xiuping Li, and Zhenhui (Jack) Jiang []
Consumer Activism in the Metaverse: A Framework for Virtualized Protest as Playful Resistance
—Andrew B. Edelblum and Markus Giesler []
Uncommonly Rare: Consumers Value Rarity in Digital Goods More in Larger Collections
—Joy Lu, Robert Mislavsky, and Haiyang Yang []