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This study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.

The author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.

The refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.

The study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.

The authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

The purpose of this paper is to introduce imagination workshops as a creative method for studying privacy from a sociomaterial perspective. The workshops incorporate a creative element – the imagination game – into a traditional focus group setting. The imagination game is a role-playing card game that involves participants imagining scenarios set in the future.

The imagination workshop method is illustrated through an empirical study exploring imaginaries of the future smart home. The study encompasses five workshops with a total of 46 participants.

The findings from the empirical application of the method highlight its strengths in uncovering thoughts and feelings related to human–data relations that might be difficult to attain through more conventional methods, such as affective responses to privacy dilemmas. By combining imagination and collaborative activity, less taken-for-granted ideas can be tapped into.

The paper contributes to consumer research by introducing a novel qualitative method for studying privacy. By drawing from a new materialism perspective, the imagination workshops bring to light the sociomaterial dimensions of privacy that extend beyond mere cognitive decision-making processes. In this way, the method can be applied to reveal the dynamic and visceral nature of the construct. In addition to privacy research, the method provides ample opportunities for application in diverse contexts interested in technological futures.