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AbstractThis article sheds light on the profound impact of technology on consumer behavior, specifically focusing on the rise of generative AI tools. It highlights how these advancements have revolutionized consumer engagement, purchase decision‐making, and technology interaction. The article underscores the transformative potential of generative AI in shaping consumer behavior through personalized recommendations and interactive shopping experiences. It emphasizes the need for continued research and exploration to comprehend and effectively navigate the ever‐evolving landscape of consumer behavior influenced by generative AI. Additionally, the article identifies implications for research and practice, offers valuable strategies for brands, and presents a comprehensive research agenda to delve deeper into this field. Ultimately, it provides valuable insights into the challenges and opportunities presented by generative AI in consumer behavior, serving as a guiding resource for advancing theory, practice, and policy in this domain.

The present study aims to understand why companies undergo corporate identity change, the elements that undergo change and their execution, the process of corporate identity change and its effects on the companies. A case-based research methodology was adopted and company executives, planners and consumers of Airtel, Vodafone, Dabur and Godrej Consumer Products were interviewed in-depth. The study found that corporate identity change was more effective when it was well embedded within corporate culture; consumers recalled the corporate identity changes more in the telecom industry as compared with the FMCG industry. The corporate identity change had different impacts on short as well long-term objectives.

Medically induced amenorrhea can be achieved through alterations in the normal regulatory hormones via the adoption of a therapeutic agent, which prevents menstrual flow. Spaceflight-related advantages for medically induced amenorrhea differ according to the time point in the astronaut's training schedule. Pregnancy is contraindicated for many pre-flight training activities as well as spaceflight, therefore effective contraception is essential. In addition, the practicalities of menstruating during pre-flight training or spaceflight can be challenging. During long-duration missions, female astronauts have often continuously taken the combined oral contraceptive pill to induce amenorrhea. Long-acting reversible contraceptives (LARCs) are safe and reliable methods used to medically induce amenorrhea terrestrially but as of yet, not extensively used by female astronauts. If LARCs were used, daily compliance with an oral pill is not required and no upmass or trash would need disposal. Military studies have shown that high proportions of female personnel desire amenorrhea during deployment; better education has been recommended at recruitment to improve uptake and autonomous decision-making. Astronauts are exposed to similar austere conditions as military personnel and parallels can be drawn with these results. Offering female astronauts up-to-date, evidence-based, comprehensive education, in view of the environment in which they work, would empower them to make informed decisions regarding menstrual suppression while respecting their autonomy.

Purpose
This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model.

Design/methodology/approach
The study adopted a theories-in-use approach to elucidate mental models based on the industry's best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles.

Findings
The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user's journey and the user service review in the overall service design.

Research limitations/implications
The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages.

Practical implications
The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals.

Originality/value
This research is the original work developed through the key insights from the interview with senior industry professionals.

AbstractThe advancement of artificial intelligence (AI) technology and its applications has drastically transformed consumer behavior (CB). As consumers interact with these applications on multiple platforms and touchpoints, it becomes crucial to understand how these interactions affect consumer behavior and its components, including personality, attitude, engagement, decision‐making, and trust. The research on the relationship between artificial intelligence and consumer behavior (hereafter referred to as AI CB) revolves around these topics and has grown exponentially in recent years. A rigorous review is required to provide directions for future studies by comprehending the extensive literature, understanding research gaps, and identifying the future directions for scholarly work. This article aims to address this research gap by analyzing 107 AI CB articles using the bibliometric and framework‐based methodology to provide insights into publication trends, dominant theories, methods, antecedents, decisions, and outcomes in the AI CB literature. Most importantly, the review identifies clusters of research fronts and provides a thematic framework for current research. These clusters or themes relate to AI interaction with consumer behavior dimensions, including consumer acceptance and trust, consumer interaction and engagement, attitude and personality, decision‐making, and adoption. This thematic framework and TCM‐ADO analysis offer future research directions to advance theory development and have implications for industry and society.

AbstractToday, digital tools offer multiple avenues for consumers to learn about themselves. Self‐discovery or knowing "who am I" is fundamental to our everyday experience. However, there is a paucity of research that investigates the "how and why" of self‐discovery, made possible by technological advancements. Adopting the theoretical tenets of extended self, possible selves, storied selves, and the twin metaphors of self and identity, we follow a multimethod qualitative approach to explore consumer self‐discovery in the context of AR‐based makeup and grooming apps and filters. We establish a framework for AR‐facilitated self‐discovery by analyzing the data obtained via Netnography and 22 in‐depth interviews. The findings suggest that digital tools enable the discovery of previously unknown facets of the consumers' self‐concept. Theoretically, this study demystifies the process of technology‐enabled self‐discovery, which is related to better life decisions and consumer well‐being. Brands may apply these insights to inculcate the discovery components into the AR design, which can facilitate the adoption of new products. Finally, this study highlights the possible challenges to be avoided to ensure consumer well‐being while using AR‐enabled digital tools.

PurposeThis study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the product being endorsed.Design/methodology/approachGiven the purpose of the study, experimental design was used as the research methodology. In an experimental set‐up three product categories (low‐involvement food/low‐involvement non‐food/high‐involvement) and two endorsers (human celebrity/fictional celebrity) and a control group were deployed in a 3×3 full factorial design on 378 teenagers. Fictitious advertisements were used as stimuli.FindingsThe study suggests that, for food and non‐food low‐involvement product categories, the impact of a human celebrity is more than that of a fictional celebrity. Regarding the purchase intentions of teenagers, it was found that a human celebrity is more effective than a fictional celebrity in food and non‐food low‐involvement products. In the case of the high‐involvement product, the human celebrity was not found to create favorable consumer attitudes.Research limitations/implicationsThe study results suggest that celebrity endorsements are useful, but the nature of the product also has an influence on success. One limitation of the study was the restriction to print advertisements.Practical implicationsA major implication from the findings for the managers is that a human celebrity may not always be the right choice for any product promotion for teenagers. More specifically, for high‐involvement products, celebrity endorsement needs to be handled with caution since it may not prove to be successful.Originality/valueThe contribution of the study is in addressing an area that has not been very well researched as yet, and in addressing a research question that has not been investigated properly.

AbstractWe analyzed and compared the Journal of Consumer Behaviour content in its first 20 years of publication. Articles were categorized into seven topics (Internal Factors, External Factors, Decision Process, Social Issues, Internet, Managerial Issues, and Research Methods) with subtopics. Authorship, citations based on Google Scholar, geographic representation of authors, and methodologies employed across the first 20 years were also explored. The results are discussed in terms of their implications for the journal and consumer behaviour. This analysis provides suggestions for future research to be published by the Journal of Consumer Behaviour.

In the Indian society, gender roles have played an important role in shaping the culture. However, due to technological advancements and change in societal needs, there is an evolution in the gender roles. This evolution has created a need to understand the gendered products from a new perspective. Therefore, this paper tries to discover the factors of consumption of gendered products and role of social media in shaping the consumption pattern and motivation of women in biking industry in India. Subsequently, to address the objectives, qualitative methods such as in-depth interviews, netnography and projective techniques are applied and data is analyzed further. With the help of data analysis, it has been found that that Indian woman is motivated by a quest for freedom, independence and empowerment. The families and close-knit communities that they are part of, such as Bikerni Association of India, help them participate in a hyper-masculine product market.