The purpose of this paper is to investigate whether colours as stimuli can affect underwear choice based on consumers’ EEG recording as biological response to elicit preferences towards underwear products. The study employs applications of neuroscience methods to analyse the physiological choice process. Twenty underwear buyers were asked to evaluate several underwear colours (red, white, blue, brown, grey and black) by using wireless EEG headset with 6 channels to collect EEG signals from participants’ frontal, temporal and occipital brain areas that can give us a measure to estimate consumers’ choice. The result indicated there was a clear and significant change (p < 0.05) of EEG brain waves activities of right and left hemisphere in the frontal (F3 and F4), temporal (T7 and T8), and occipital (O1 and O2) brain areas when participants indicated their preferred colour. Additionally, based on the results female consumer prefers underwear which has red colour while male consumer prefers white colour. This research would essentially contribute in enriching marketing research method by using more advanced experimental designs rather than traditional marketing research methods.

As the usage of online shopping platforms becomes more important for today's society, luxury fashion brands are prompting to adopt online selling as their distribution channels. Especially in adopting social media marketing on the Instagram platform. However, social media usage brings a dilemma and hesitation to luxury fashion brands because of the different characteristics between social media and the luxury fashion brand itself. Adding that, a lack of studies discusses how luxury fashion brands should use their Instagram to have more effective marketing strategies to manage their customer relationships and customer equity. In response to this situation, this research was conducted to assess the effect of Instagram on building customer relationships and customer equity, which, in return, stimulating purchase intention. A quantitative approach through the questionnaire-survey method was performed in this research, where this research uses descriptive statistics, MANOVA-SPSS, and PLS-SEM to analyze the data. As a result, this research can answer the dilemma of using social media which shows the positive contribution of social media marketing on customer relationships and customer equity, were in the end, creating purchase intention. These findings contribute to maximize the usage on Instagram and give recommendations on how to deliver luxury values to the market.

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The importance of retailers to utilize interactive technology, such as Augmented Reality (AR), in their mobile applications is considered due to the change in consumer behavior from in-store to online. However, there is limited study in understanding consumer perception to evaluate the effectiveness of AR implemented by retailers during the COVID-19 pandemic in developing countries like Indonesia. The research examined the relationship between AR characteristics, consumer perception, and attitude toward AR in mobile furniture retail applications. The intention to adopt was also included in measuring behavioral responses. Using 383 valid data, the researchers empirically tested the insights through Partial Least Square-Structural Equation Modelling (PLS-SEM). The results reveal that AR characteristics have a significant influence on consumer perception. Besides, perceived functional benefit and trust in AR directly relate to attitude toward AR and indirect on intention to adopt AR applications. Thus, the research provides managerial implications for retailers to adopt AR technology as interactive media to enhance customer experience during online shopping in the current and after the pandemic. It is also expected to help government regulation in digital infrastructure to support AR implementation in industry and users’ data privacy. In addition, the research contributes to theoretical development in AR adoption, interactive marketing, and consumer behavior.

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