Abstract
Vicarious experiences in tourism possess significant marketing implications. While numerous studies have explored how various forms of vicarious experiences can impact an individual, the role of different time spans as a key factor determining the extent of said impact has been neglected in prior research. To address this gap, the present study thus bridges environmental psychology with the context of tourism and applies the theory of mental representations. An experiment (n = 359) was designed to examine differences in select mental representation dimensions (cognitive, affective, conative, and sensorial) among male and female Chinese college students who have zero/medium/maximum durations of constant vicarious experiences related to European destinations in their home environment. The results indicate that the medium duration of constant vicarious experiences leads to the most positive changes in cognitive and conative dimensions, while the longest constant vicarious experiences produce desirable affective dimension outcomes. Moreover, male college students seem to be more susceptible to the influences of such constant vicarious experiences.

Abstract
This study intends to understand whether hotels should choose to surprise through a discount or a surprise gift. The experiment consisted in identifying whether there were differences in satisfaction and delight, according to the associated treatment (no surprise, surprise discount, or gift). With this purpose, a fictional hotel website was created for participants to simulate a reservation. Through the analysis of the experiment, the impact of surprise on customer satisfaction was confirmed. It was also found that, in the hospitality industry, a gift has a higher impact on satisfaction than a discount. When analyzing the guest delight, the results differ from what is stipulated in the literature (which points to the significant impact of surprise in this measure). It was concluded that between the two promotion tools, only the gift can significantly increase customer delight. This study demonstrates the importance of understanding the concept of surprise according to different industries. It also points to the importance of identifying the best methods to surprise customers, as different methods may lead to different results. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Abstract
Applying ethical principles to research is essential to ensure both participants’ universal rights and data quality. From the ethical point of view, researching with children poses additional challenges in designing the research, collecting and analysing data. The ethical principles generally accepted in scientific research are complementary, yet presenting conflicts that must be anticipated and mitigated by the researcher. This article explores the application of ethical principles in research with children, considering the different stages of research and both quantitative and qualitative research, proposing a set of six ethical principles to be applied before, during, and after the collection of data. The text includes examples from research adopting a mixed-method approach which involved 779 participants aged 7 to 15 years old. The study demonstrates that there is a strong interdependence among ethical principles applicable to research with children, not devoid of contradictions. Even widely accepted principles such as informed consent are complex and multifaceted. Moreover, the adoption of mixed methodology, in this particular case, has proven to be able to create ethic synergies, making the research globally more balanced. © Springer International Publishing AG 2018.

Abstract
This paper investigates the detailed promotional attitudes of retailers across three countries. The key aim was to see whether the perceptions of owner-managers of nine commonly used promotion tools varied across country. Both perception and budget data was examined, as well as selected combinations of promotion tools.

Abstract
This study analyses the contrasting perspectives on sales promotion concept between the prescriptive definitions and the managers’ perceptions. The definitions proposed in marketing textbooks emphasise the tactical, short term and accessory nature of sales promotions tools. The managers’ goals seem to be developed based on a balance between customer and competitor orientation. © 2015, Academy of Marketing Science.

Abstract
This study aims to contribute to the understanding of children’s word-of-mouth communication: how it is processed, its dimensions and its relation to other sources of information and to young consumers’ use of the Internet. Theoretical contributions from consumer socialization, new media and word-of-mouth communication studies are assembled, and an exploratory qualitative analysis in the form of focus group interviews with 7–11-year-old children is reported. We provide empirical evidence for word-of-mouth communication being a common activity among children. Observation and marketing exposure both complement and trigger word-of-mouth activity. Electronic word-of-mouth communication is less frequent, but the Internet is a relevant source of information and marketing exposure; it assists children’s learning about products and brands and furthers their purchase decision processes. This study suggests that word-of-mouth communication received by children is more complex and dynamic as compared to extant literature, suggesting that future research further explores its sought and unsought components, as well as its relationship with non-verbal peer influence that results from observation. © 2019, Academy of Marketing Science.