# Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch

**Type:** Papers  
**Canonical URL:** https://scholariq.org/papers/consumers-responses-to-metaverse-ads-the-roles-of-hedonic-versus-utilitarian/

## Facts

| Field | Value |
| --- | --- |
| Author Names | Yunju Kim,Heejun Lee |
| Citations | 26 |
| DOI | 10.1016/j.jbusres.2024.114677 |
| Fields | Business, Management and Accounting,Psychology |
| Open Access | false |
| OA Status | closed |
| OpenAlex ID | https://openalex.org/W4395478221 |
| Type | article |
| Year | 2024 |

## Paper authors

- [Heejun Lee](https://scholariq.org/researchers/heejun-lee/)

## Paper primary topic

- [Consumer Retail Behavior Studies](https://scholariq.org/topics/consumer-retail-behavior-studies/)

## Paper topics

- [Consumer Retail Behavior Studies](https://scholariq.org/topics/consumer-retail-behavior-studies/)
- [Consumer Behavior in Brand Consumption and Identification](https://scholariq.org/topics/consumer-behavior-in-brand-consumption-and-identification/)
- [Behavioral Health and Interventions](https://scholariq.org/topics/behavioral-health-and-interventions/)

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Source: ScholarIQ — public research metadata, principally OpenAlex. See https://scholariq.org/sources/ for provenance and https://scholariq.org/methodology/ for what these figures mean.