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The Rise of Human–Computer Integration in Marketing: A Theory Synthesis

open access: yesPsychology &Marketing, Volume 43, Issue 6, Page 1343-1380, June 2026.
ABSTRACT Human–computer integration (HCInt) technologies, which merge human bodily, cognitive, and sensory functions with computational processes, are reshaping the foundations of consumer experience. Unlike traditional human–computer interaction, HCInt entails adaptive and reciprocal coupling through AI‐driven augmentation, wearables, muscle–computer ...
Carlos Velasco   +5 more
wiley   +1 more source

Customer Experience: Heterogeneity Insights From Meta‐Analytic Synthesis

open access: yesPsychology &Marketing, Volume 43, Issue 6, Page 1488-1506, June 2026.
ABSTRACT Overlooking heterogeneity (variability) in customer experience (CX) can lead to incomplete theoretical insights and suboptimal managerial decisions. To address this issue, this article reviews the causes of heterogeneity in extant meta‐analyses of CX research (n: 91).
Wagner Junior Ladeira   +5 more
wiley   +1 more source

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