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Virtual reality (VR) presents an important technological advancement that can enable management researchers to improve their laboratory work and test theories previously considered untestable. VR places a participant in a virtual environment completely designed and controlled by the research team. These environments can range from anything as benign as a regular corporate board meeting or a job interview to as hostile as a CEO answering questions in front of Congress or witnessing sexual harassment in an office hallway. A key feature of experimental work using VR is drastic improvements in external and ecological validity – VR allows researchers to transition experiments from measuring how participants self-report they would react in the real-world to measuring how they actually behave when confronted with a scenario literally in front of their eyes. While alluring, the design, coding, and implementation of studies using VR adds technical complexity to projects and care must be taken to be intentional throughout the process. In this manuscript, we provide guidance to management scholars to understanding VR, its potential applications, and the considerations one must undertake when creating studies using VR. Overall, we advocate the use of VR by management researchers in their work and introduce both a roadmap and best practices to jump-start such endeavors.

Our study aims to investigate how the fear of COVID-19 affects job satisfaction and mental well-being. Additionally, we will explore the moderating role of on-the-job embeddedness in these relationships.

The study surveyed 358 Indian-origin IT professionals through Amazon Mechanical Turk. It used confirmatory factor analysis to analyze the measurement model and hierarchical linear regression in SPSS 21 software to examine the structural relationships between variables. A robustness check was conducted using the MODLR macro in SPSS to identify any spurious moderation.

The results reveal a curvilinear (or U-shaped) relationship between COVID-19 fear, job satisfaction and mental well-being. Further, on-the-job embeddedness linearly moderates the relationship between COVID-19 fear and job satisfaction and COVID-19 fear and mental well-being.

The research design is cross-sectional, so results reported about causal relationships are considered cautiously. The relationships involving the variables and their direction are because of the theory’s assumptions rather than the test of causal relationships between variables.

This is the first study to show that the relationship between COVID-19 fear and job satisfaction and COVID-19 fear and mental well-being is curvilinear (or U-shaped). Further, we are again the first to show that on-the-job embeddedness positively moderates the two relationships: COVID-19 fear – job satisfaction and COVID-19 fear – mental well-being. This is one of the few studies that employed MODLR macro to check for spurious moderation.

The objective is to identify the effects of suspicion as well as knowledge gaps, especially in noninterpersonal contexts. This study aims to propose a robust framework for future research. The overarching goal is to foster a comprehensive understanding of consumer suspicion, its implications and its potential avenues in the ever-evolving field of consumer behavior.

Based on a focused review of the literature, this study synthesizes the effects of suspicion in interpersonal and noninterpersonal contexts to unveil its importance for consumer behavior.

The cognitive, affective and behavioral effects of suspicion are identified. Furthermore, a discernible imbalance is observed, as the predominant focus on interpersonal consumer contexts leaves a significant gap in the comprehension of how consumers navigate and perceive suspicion in noninterpersonal interactions. This topic is important especially in an era dominated by complex brand interrelationships and digital touchpoints. Also, the operationalization of the suspicion construct in a plethora of studies seems to be suboptimal, suggesting a need for improvements with respect to its dynamic nature. In this regard, this review provides insightful directions to advance research in the abovementioned domains.

The synthesis of the findings of the empirical articles did not focus on variations in consumer suspicion across different cultures or regions. In addition, the dynamic nature of suspicion and the evolving landscape of consumer behavior mean that findings and implications may require periodic reassessment to maintain relevance. Also, this review did not delve into the methodological diversities across the studies examined.

This review offers marketers and businesses critical insights into the consumer suspicion dynamics. By understanding these nuances, companies can tailor strategies to mitigate suspicion and optimize consumer relationships.

Through synthesizing the effects of suspicion and providing avenues for future research, this study significantly contributes to consumer behavior literature.

This study aims to explore the potential of artificial intelligence with AI-powered humanoid Chatbots (AIPHC) as transformative tools to improve customer service quality in the insurance sector. The usability and efficiency of integrating advanced AI chatbots that can replicate human-like interactions in insurance services will be examined by taking into consideration customers’ technological readiness and chatbots’ anthropomorphism.

This empirical study analysed 688 customer responses collected through purposive sampling using structural equation modelling. With the help of SmartPLS 4.0, the study determines whether anthropomorphism, that is AIPHC system-specific and customer personality-specific dimensions, can influence the acceptance of AIPHC in the insurance sector.

The results show that the chatbot’s anthropomorphism positively influenced customers’ optimism and innovativeness but negatively impacted discomfort and security. Further optimism and innovativeness favourably impact AIPHC adoption. Insecurity had a significant negative impact, while discomfort was insignificant for AIPHC adoption.

The study determines how people will react to AI-powered information systems. The results could help us better understand how the technological readiness of customers can be used in emphasizing the significance of system-specific theories like anthropomorphism in sectors like insurance, where customer interactions and delivery of quality services are important.

The results highlight chatbots’ potential to raise the quality of service, simplify processes and enhance customers’ overall experiences in the insurance sector. This study contributes to the continuing discussion on using AI technologies in customer service by considering the interplay between technology readiness and anthropomorphism. It also provides insightful information for insurance professionals and technology developers.

Anthropomorphic humanoid chatbots can increase the availability, affordability and accessibility of essential services. They have the potential to increase users’ competence, autonomy and—possibly counterintuitively social relatedness.

This empirical research explores the link between anthropomorphism and technology readiness to enhance service quality provided by AI powered chatbots in the insurance sector.