From 2 to 5 June 2026, Karina Miara, Max Pisek and Prof. Dr Waldemar Toporowski attended the European Marketing Academy (EMAC) conference in Bath, UK. As part of the programme, they presented two recent research papers: “Is New Really Always Better? How Technology Novelty Shapes Shopping Value in Physical Retail Stores” (Pisek & Toporowski) and “When Unfamiliar Ingredients Meet Social Media Influencers: Shaping Consumers’ Intention to Purchase Upcycled Food” (Miara & Toporowski).