“…Despite recent debates related to the IHIP paradigm, intangibility continues to be researched as a core aspect of services, as evident from recent scholarly work (Alhoqail & Floyd, 2021; Choi & Leon, 2020; Fay et al, 2022; Heller et al, 2019; Mishra & Anning‐Dorson, 2022; Zhou & Mao, 2021). Scholars have investigated how the complexity and intangibility of the compromises present in digital interactions pose a threat to societal well‐being (LaBarge et al, 2022), the impact of intangibility in the case of luxury services (Wirtz et al, 2020), how the intangibility of foodservice influences the perception of service fairness for consumers (Kim et al, 2018), how consumers' perceptions of intangibility impact their prepurchase, usage, and postpurchase experiences (Hellén & Gummerus, 2013), the influence of intangibility in the case of online consumer behavior (Mazaheri et al, 2014), and overcoming the challenges due to intangibility in the context of online retailing (Heller et al, 2019; Mishra et al, 2021), among others.…”