Authentic experience in the metaverse: a situated cognition perspective of metaverse food festivals

<jats:sec> <jats:title>Purpose</jats:title> <jats:p>Anchored in embeddedness, embodiment and extension principles from situated cognition theory, this study aims to propose a model to explain customer experience in the metaverse.</jats:p> </jats:sec> <jats:sec> <jats:title>Design/methodology/approach</jats:title> <jats:p>This study tests the proposed model using partial least squares structural equation modeling (PLS-SEM) on usable data from 816 individuals who attended a metaverse food festival.</jats:p> </jats:sec> <jats:sec> <jats:title>Findings</jats:title> <jats:p>This study demonstrates the role of authentic experiences in activating customers’ mental imagery in the metaverse. This mental imagery, in turn, enhances customers’ sense of presence, which is crucial for an immersive metaverse experience. The study also shows how this heightened sense of presence, alongside subjective well-being, plays a critical role in shaping purchase intentions, both directly and indirectly, in the metaverse.</jats:p> </jats:sec> <jats:sec> <jats:title>Practical implications</jats:title> <jats:p>The insights suggest that prioritizing authenticity is a viable strategy for brands seeking to leverage the metaverse, as fostering enriched mental imagery and a strong sense of presence can strengthen subjective well-being and stimulate purchase intentions among customers.</jats:p> </jats:sec> <jats:sec> <jats:title>Originality/value</jats:title> <jats:p>This study enriches understanding by establishing a model that offers a seminal explanation of customer experience in the metaverse from a situated cognition perspective supported by field data from participants of a metaverse food festival.</jats:p> </jats:sec>