@article{e1676fd5fe824171aa9543fad5c576cc,
title = "Immersive and Generative Technology: New Tools for Marketing, New Tools for Consumer Response",
keywords = "artificial intelligence, augmented reality, consumer perceptions, generative-AI, metaverse, virtual reality",
author = "Gabriele Pizzi and Shashi Matta and Federica Caboni and Stewart, \{David W.\}",
note = "Publisher Copyright: {\textcopyright} 2025 The Author(s). Psychology \& Marketing published by Wiley Periodicals LLC.",
year = "2025",
month = dec,
doi = "10.1002/mar.70036",
language = "English",
volume = "42",
pages = "3236--3250",
journal = "Psychology and Marketing",
issn = "0742-6046",
publisher = "Wiley",
number = "12",
}