Emotions, feelings, attitudes, and beliefs play a pivotal role in consumer decision‐making. The literature shows that psychological concepts with opposing valence coexist in people's shopping experience. This consumer ambivalence is relevant in hedonic contexts, where cognitive and affective elements play a central role in consumer outcomes (e.g., satisfaction, loyalty, and patronage). However, there is a paucity of consumer ambivalence literature focused on hedonic retail settings; thus, this study focuses on consumer ambivalence in luxury shopping experiences. Using a multi‐method approach, the study investigated luxury shoppers' psychological concepts, both positive and negative, in order to better understand consumer ambivalence and its impact on consumer outcomes. Thus, this paper makes two main contributions. First, it revealed three types of consumer ambivalence: awe and pride; uncertainty and contentment; guilt and pleasure. Second, the combination of negative and positive cognitive and affective elements in the luxury shopping experience positively impacted consumer outcomes and led to specific shopping behaviors. On these bases, luxury brands should leverage consumer ambivalences that are embedded in and signify the overall shopping experience.

TV advertising can be standardized or adapted for local markets. In that case, the available options are dubbing and subtitling. This research focuses on the comparison of TV advertising efficacy when the same (foreign) ad is dubbed rather than subtitled in the viewer's native language. It uses a 2 (dubbed vs. subtitled) x 2 (German vs. Italian) experimental design on 260 respondents for an English ad, dubbed or subtitled in German and Italian, respectively. It advances a moderated sequential mediation model with ad adaptation as independent variable, ad attitude and brand attitude as mediators, language similarity as moderator, with ad sharing and brand purchase intention as dependent variables. Results show that dubbing works better than subtitling in driving positive attitudes toward the ad, which in turn affects how viewers perceive the brand. In turn, attitude toward the brand positively affects the intention to share the message and purchase the advertised brand. Instead, language similarity does not moderate the relationship between ad adaptation and attitude toward the ad.

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The digital customer experience is a top priority and major challenge for luxury service companies, who have to connect with their target customers yet strive to remain exclusive and to innovate their core offers while preserving their heritage. After a brief review of the literature on customer experience and virtual environments in luxury service contexts, this chapter focuses on e-servicescapes as a means for innovation and improvement in delivering omnichannel experiences for luxury customers. Adopting Bitner's typology of servicescapes, this chapter is based on a three case vignettes analysis that highlights how luxury service providers can use e-servicescapes to enrich their physical service experiences. Three e-servicescape strategies are identified—integration, amplification, and substitution—that ultimately support companies in renewing and improving their overall luxury propositions.

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