Marissa Orlowski

This research note examines the phenomenological dimensions and methodological challenges encountered when empirically studying immersive consumer experiences. The study focuses on the use of Extended Reality (XR) technologies in a wine tasting context, with the objective of reflecting on the suitability of traditional experimental paradigms for capturing immersive experiences. We report findings from a mixed-methods study comprising a between-subjects experiment comparing two immersive formats (VR CAVE vs. VR headsets) with 111 participants, followed by interviews with a purposive sub-sample of nine participants. While XR environments offer promising opportunities for consumer engagement, the quantitative results did not support the hypothesized mediation effects, prompting a qualitative follow-up to explore underlying experiential and procedural factors. The qualitative analysis reveals that Immersion Inhibition Bias, social presence dynamics, and the temporal structuring of experimental procedures can significantly constrain participants’ ability to enter immersive experiential states. Rather than positioning the experiment as a definitive empirical test, this research note uses the study as a contextual background to expose methodological tensions inherent in immersive experience research. Based on these insights, we propose methodological directions for future studies, including hybrid experimental designs embedded in real-world settings, longitudinal immersion approaches, and multimodal data collection incorporating physiological measures. By advancing methodological reflection on immersive experience research, this research note contributes to ongoing debates on immersive experience design and measurement, with implications for both academic research and industry practice.

Purpose: While third-party food delivery continues to increase in popularity, surveys suggest nearly a quarter of deliveries suffer from service failures. With the limited research on third-party food delivery, we explore the important questions of (1) where customers place blame in the case of service failures with third-party food delivery (i.e. the platform or the restaurant) and (2) does this depend on the type of service failure? Drawing on blame attribution theory, signaling theory, and an exploratory study, we demonstrate that customers typically perceive such mishaps to be the responsibility of the restaurant rather than the delivery platform itself. We also examine the effect of visible service failure preventative actions taken by the restaurant on blame attribution and re-order intention.Design/methodology/approach: We conducted two online scenario-based studies to explore customer blame attribution in the case of third-party food delivery service failure. First, an exploratory study approach (N_{Study1 = 512}) was taken to provide additional support for the hypothesis development. An experiment (N_{Study2 = 252}) was then conducted to examine the hypothesized effects.Findings: First, the results of an exploratory study demonstrate that customers attribute service failures such as wrong items, missing items, cold food, or leaking containers to restaurants over third-party food delivery platforms. Second, the results of an experimental study suggest inclusion of an observable cue indicating preventative action, such as time-stamp information indicating when an order was received and packaged for delivery, increases customer re-order intention through the underlying mechanism of blame attribution.Originality/value: We contribute to the underexplored area of third-party food delivery service failure and to our understanding of blame attribution in service failure scenarios. Further, we demonstrate a practical method to shift the blame away from restaurants for service failures that are outside of the establishment’s control.

Purpose: The aim of this paper is to examine the existing literature circa 2010–2023 of introductory wine education involving sensory experience components in an objective, transparent and replicable manner. Sensory experience education normally involves the usage of the five senses (smell, taste, sight, feel and hearing) as means to demonstrate, scaffold and illuminate introductory-level wine curricula. This study identifies the methodologies used in existing in educational wine sensory experience literature, identifies the pedagogical utilities of current wine research and explores findings useful for wine educators.Design/methodology/approach: This paper uses the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) for literature review reporting.Findings: From the existing body of literature involving wine sensory experience in education (N = 20), five pedagogical utilities emerged from the dataset: wine sensory experience training (n = 7), wine sensory analysis techniques (n = 5), teaching environment (n = 5), wine and food pairing (n = 2) and psychological context (n = 1). Furthermore, experimental design is the preferred method (n = 14) of research related to wine sensory experience in education.Practical implications: This study provides utility for wine educators at the college and university level and may provide perspective and tools for firms seeking consumer engagement through wine education.Originality/value: To the researchers' knowledge, there are no literature reviews that explore wine sensory experience in education. Thus, the primary contributions of this study are threefold: identification of current gaps in wine education research, identification of future research questions and avenues of study, and resources for curriculum improvement of introductory wine courses.

This study aims to investigate the differential effects of determinants of satisfaction on subsequent electronic word-of-mouth (eWOM) behavior in the sharing economy with peer-to-peer accommodations and timeshares. Data were collected from consumers who stayed at either a timeshare or peer-to-peer accommodation within the previous year (N = 785). Structural equation modeling was used to test the relationship between the determinants and eWOM through satisfaction, followed by multiple-group comparison to examine the moderating effect of accommodation type. The results indicated that amenities, economic benefits, and trust demonstrated an indirect effect on eWOM behavior through satisfaction, but community belonging affected eWOM behavior directly. Multiple-group SEM revealed that accommodation type moderated the indirect effects of community belonging, economic benefits, and trust on eWOM behavior, such that the indirect effect was significant only for timeshare accommodations. This study contributes to the sharing economy literature by filling the gap of lodging research beyond Airbnb and including timeshares. The findings highlight competitive differences that influence eWOM between peer-to-peer accommodations and timeshares that otherwise offer similar home-like accommodations. The study revealed a newly found direct relationship between community belonging and eWOM.

Third-party food delivery (TPFD) services such as DoorDash, Uber Eats, and Grubhub introduces increased opportunities for contamination through the introduction of unknown variables between the restaurant and consumer. Across two studies, we examine the effect of tamper-evident food packaging closures in a TPFD context, revealing a negative effect of a tamper-evident seal on willingness to pay through decreased satisfaction. This negative effect is robust across both food and beverages. Finally, consumers’ perception of risk of illness (PRI) from TPFD moderates this effect.

Purpose: Diversity management is of great importance in the hospitality industry, resulting in a host of constructive consequences if managed effectively. However, there is a deficiency of investigation surrounding the outcomes of diversity management on the employees' attitudes and behavior in the hospitality industry. This research sought to investigate the influence of diversity management on workers' performance and conduct in the hospitality industry.Design/methodology/approach: This quantitative study used survey data from 565 hospitality industry employees. Structural equation modeling was used to test the relationships from the research model.Findings: This study identified a relationship between diversity management and positive workforce-related outcomes, including job performance, service innovation behavior and employee engagement in the hospitality industry.Research limitations/implications: The findings of this study will push the confines of diversity management scholarship and initiate new paths of academic inquiry. Hospitality industry managers can also identify the benefits of effective diversity management as a consequence of this study.Originality/value: This research contributes to the growing literature on diversity management as an essential aspect of human resources management in promoting positive employee attitudes and behaviors.