“…Extended Reality technologies have already been successfully applied as methodological tools in other scientific disciplines, such as neuroscience (Fox et al, 2009), psychology (Teo et al, 2016), education (Bruer, 2008), medicine (Chicchi Giglioli et al, 2017; McGrath et al, 2018), and human resources (Alcañiz et al, 2018). Therefore, it is not surprising that marketing researchers are showing interest in XRs as a new e-commerce marketing channel with great interactive capacity and totally innovative contents that, to date, have been unavailable to marketing scholars and industry.…”