TOWARDS CONSUMER 4.0 INSIGHTS AND OPPORTUNITIES UNDER THE MARKETING 4.0 SCENARIO EDITED BY : Maria Pilar Martinez-Ruiz, Monica Gomez-Suárez, Ana Jiménez-Zarco and Alicia Izquierdo-Yusta PUBLISHED IN : Frontiers in Psychology Frontiers eBook Copyright Statement About Frontiers The copyright in the text of individual articles in this eBook is the Frontiers is more than just an open-access publisher of scholarly articles: it is a property of their respective authors or their respective institutions or pioneering approach to the world of academia, radically improving the way scholarly funders. The copyright in graphics research is managed. The grand vision of Frontiers is a world where all people have and images within each article may be subject to copyright of other an equal opportunity to seek, share and generate knowledge. Frontiers provides parties. 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Find out more on how ISSN 1664-8714 to host your own Frontiers Research Topic or contribute to one as an author by ISBN 978-2-88966-485-6 DOI 10.3389/978-2-88966-485-6 contacting the Frontiers Editorial Office: frontiersin.org/about/contact Frontiers in Psychology 1 February 2021 | Marketing 4.0: Insights and Opportunities TOWARDS CONSUMER 4.0 INSIGHTS AND OPPORTUNITIES UNDER THE MARKETING 4.0 SCENARIO Topic Editors: Maria Pilar Martinez-Ruiz, University of Castilla-La Mancha, Spain Monica Gomez-Suárez, Autonomous University of Madrid, Spain Ana Jiménez-Zarco, Open University of Catalonia, Spain Alicia Izquierdo-Yusta, University of Burgos, Spain Citation: Martinez-Ruiz, M. P., Gomez-Suárez, M., Jiménez-Zarco, A., Izquierdo-Yusta, A., eds. (2021). Towards Consumer 4.0 Insights and Opportunities under the Marketing 4.0 Scenario. Lausanne: Frontiers Media SA. doi: 10.3389/978-2-88966-485-6 Frontiers in Psychology 2 February 2021 | Marketing 4.0: Insights and Opportunities Table of Contents 05 Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario María Pilar Martínez-Ruiz, Mónica Gómez-Suárez, Ana Isabel Jiménez-Zarco and Alicia Izquierdo-Yusta 08 Assessing Risk Aversion From the Investor’s Point of View Antonio Díaz and Carlos Esparcia 14 The Cognitive Dimension and the Affective Dimension in the Patient’s Experience Pedro Reinares-Lara, Alfredo Rodríguez-Fuertes and Blanca Garcia-Henche 24 Archeological Tourist Destination Image Formation: Influence of Information Sources on the Cognitive, Affective and Unique Image Nuria Huete-Alcocer, Maria Pilar Martinez-Ruiz, Víctor Raúl López-Ruiz and Alicia Izquiedo-Yusta 37 Assessing Consumer Behavior in the Wine Industry and Its Consequences for Wineries: A Case Study of a Spanish Company Rosa M. Muñoz, M. Valle Fernández and Maria Yolanda Salinero 44 Consumer Motivation in Developed Economies With Secular Stagnation Fernando Evaristo Callejas-Albiñana, Irene Martín de Vidales Carrasco, Isabel Martínez-Rodríguez and Ana Isabel Callejas-Albiñana 57 Studying Consumer Behavior in an Online Context: The Impact of the Evolution of the World Wide Web for New Avenues in Research Maria Pilar Martinez-Ruiz and Karin S. Moser 61 Dealing With Human Resources in the Age of Consumer 4.0: Aiming to Improve Service Delivery Juan Jose Blazquez-Resino, Santiago Gutiérrez-Broncano, Pablo Ruiz-Palomino and Pedro Jimenez-Estevez 64 Impact of Shopping Tourism for the Retail Trade as a Strategy for the Local Development of Cities Ana Isabel Muro-Rodríguez, Israel Roberto Pérez-Jiménez and Jesús Antonio Sánchez-Araque 69 Proposal for Lines of Research Into Consumer Behavior: Examples in the Tourism Industry Juan Jose Blazquez-Resino, Santiago Gutiérrez-Broncano and Mario Arias-Oliva 72 Are Health e-Mavens the New Patient Influencers? Ana M. Díaz-Martín, Anne Schmitz and María Jesús Yagüe Guillén 76 Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment Jesús García-Madariaga, Ingrit Moya, Nuria Recuero and María-Francisca Blasco 92 Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products Debora Bettiga and Lucio Lamberti Frontiers in Psychology 3 February 2021 | Marketing 4.0: Insights and Opportunities 106 Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity Natalia Rubio, Nieves Villaseñor and MaJesús Yagüe 110 Differential Effects of Monetary and Social Rewards on Product Online Rating Decisions in E-Commerce in China Cuicui Wang, Weizhong Fu, Jia Jin, Qian Shang, Xuan Luo and Xin Zhang 125 A PLS-Neural Network Analysis of Motivational Orientations Leading to Facebook Engagement and the Moderating Roles of Flow and Age Inma Rodríguez-Ardura and Antoni Meseguer-Artola Frontiers in Psychology 4 February 2021 | Marketing 4.0: Insights and Opportunities EDITORIAL published: 11 January 2021 doi: 10.3389/fpsyg.2020.611114 Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario María Pilar Martínez-Ruiz 1*, Mónica Gómez-Suárez 2, Ana Isabel Jiménez-Zarco 3 and Alicia Izquierdo-Yusta 4 1 Department of Business Administration, University of Castilla-La Mancha, Albacete, Spain, 2 Department of Finance and Marketing Research, Autónoma University of Madrid, Madrid, Spain, 3 Department of Economic and Business, Open University of Catalonia, Barcelona, Spain, 4 Departament of Economic and Business Administration, University of Burgos, Burgos, Spain Keywords: marketing 4.0, consumer 4.0, technology, virtual, COVID Editorial on the Research Topic Toward Consumer 4.0 Insights and Opportunities under the Marketing 4.0 Scenario This Research Topic aims to shed light on the current academic and practical perspectives within the so-called “Consumer 4.0” paradigm. The related perspective on Marketing 4.0 represents new opportunities and concerns for Social Science. Thus, there is a need to find a balance between theoretical frameworks, opinions, and empirical applications, and thereby stimulate dialogues among researchers and professionals. In short, this collection of papers encapsulates the literature on how technological evolution is impacting different actors (companies, consumers, patients, and tourists, etc.) and interacting in various sectors. We also propose research lines based on the combination of two key factors: the advancement