“…Inspired by this study, differences in consumers' general decision‐making tendencies could moderate the paths from affective to behavioral responses in the Affect‐as‐Information Theory research. In addition, most AR studies used hedonic product stimuli, such as beauty products (e.g., Daassi & Debbabi, 2021; Gatter et al, 2021; Hilken et al, 2017; Scholz & Duffy, 2018; Smink et al, 2020), fashion apparel/accessories (e.g., Hilken et al, 2017; Kim & Forsythe, 2008; Pantano et al, 2017; Poushneh & Vasquez‐Parraga, 2017; Qin et al, 2021; Vonkeman et al, 2017; Yim et al, 2017), home furnishings (e.g., Gatter et al, 2021; Heller et al, 2019b; Jessen et al, 2020; Kowalczuk et al, 2021; Qin et al, 2021; Rauschnabel et al, 2019; Rese et al, 2014; Smink et al, 2020), or food (e.g., Barhorst et al, 2021; Heller et al, 2019a; Hilken et al, 2021), which have been found to increase consumers' reliance on affect during decision‐making (e.g., Chang & Pham, 2013; Pham, 1998; Pham et al, 2013). Hence, the investigation of AR in a more utilitarian context, one that is less sensitive to emotions, would add value.…”