Augmenting the reality of decision-making: Comparing and combining product experiences' influence on choice difficulty and mental imagery

Ven, MaaikeMaaikeVenDouce, LieveLieveDouceWillems, KimKimWillemsRademakers, FelitsaFelitsaRademakersBrengman, MalaikaMalaikaBrengmanLoupiac, PhilippinePhilippineLoupiac2025-06-262025-06-262025-DEC1019-6781WOS:001512879800001https://imec-publications.be/handle/20.500.12860/45847Augmenting the reality of decision-making: Comparing and combining product experiences' influence on choice difficulty and mental imageryJournal article10.1007/s12525-025-00801-yWOS:001512879800001COGNITIVE LOADMODERATING ROLEE-COMMERCEPURCHASE INTENTIONVIRTUAL WORLDOVERLOADIMPACTKNOWLEDGEPERFORMANCEMAXIMIZERS