From May 25 to 30, 2025, Max Pisek, Denise Pape, and Prof. Dr. Waldemar Toporowski attended the European Marketing Academy (EMAC) conference in Madrid. As part of the program, they presented two current research papers: “How Anticipated Fit between Experiential Features and Physical Stores Affects Visit Intentions” (Pisek & Toporowski) and “Virtual Trials, Tangible Errors: Navigating the Peaks and Pits of Augmented Reality Service Failures in Online Shopping” (Pape & Toporowski).