We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer’s multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7–8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.

This article evaluates the factors involved in the acceptance of Blended Learning (BL) with executives based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model in executive education. The empirical analysis uses data from 307 responses to an online questionnaire by senior and middle-ranking managers. The confirmatory factor analysis and structural equation modeling demonstrated the applicability of the UTAUT2 model in BL in executive education. The results showed that hedonic motivation, performance expectancy, and effort expectancy predict the intention to adopt BL. Results also prove no significant effect on social influence and habits. The relevance of this article is to contribute to the understanding of the factors that influence the intention to adopt BL in a group not typically considered in higher education research.

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Online shopping has increasingly replaced traditional retail shopping, as a large number of consumers have adopted it on a global scale. However, while it is well established in developed countries, e-commerce is still at an early stage in emerging markets, hence there is a need to unveil which factors contributes to its adoption. The main objective of this study is to integrate the theory of planned behavior, the theory of reasoned action, and the technology acceptance model using a Bayesian approach to determine the key predictors of online purchase intention among internet users in Colombia. The results demonstrate the pertinence of the theory of reasoned action and technology acceptance model, models to explain online purchase intention, confirming that the intention to purchase online is mostly determined by the attitudes to e-commerce which, in turn, are explained by perceived usefulness, perceived ease of use, and the subjective norm related to online shopping.