Introduction
Dr. Seth Ketron's research interests encompass information processing, sensory marketing, virtual/mixed reality, and retailing, and his industry experience has been in corporate and store-side retailing (Gap Inc., Belk, the TJX Companies, and JCPenney). His research has been published in journals such as the Journal of Retailing, European Journal of Marketing, Journal of Business Research, Psychology & Marketing, Journal of Product and Brand Management, and Journal of Retailing and Consumer Services. He is an associate editor for Journal of Product & Brand Management and Journal of Consumer Behaviour, and he is a member of the editorial review boards for Journal of Retailing, Psychology & Marketing, Journal of Business Research, and International Journal of Consumer Studies. He has also coauthored The Reality of Virtuality, a practice-oriented book on the use of virtual reality in marketing, and has presented numerous papers at conferences of the American Marketing Association, Association for Consumer Research, and Academy of Marketing Science.