Abstract
The Internet of Things (IoT) represents a new technological revolution expected to impact all aspects of our daily lives in the future. Generation Z is foreseen as playing a fundamental role in the adoption of this type of technology, namely because of their growing importance as a consumer segment, their global role in the society, and in particular their close relationship with technology. However, extant literature on the adoption of IoT disregarded this segment. This paper aims to fulfill this gap, by exploring their knowledge, perceptions, and intentions of adopting IoT. After considering the main contributions in the consumer behavior literature regarding IoT, a qualitative approach was adopted, and 7 semi-structured interviews were conducted with Portuguese consumers aged 18-22. Content analysis was performed following the recommendations by Bardin (1977). The results showed that although Generation Z is not familiar with the concept of the IoT, they expressed a strong desire to integrate IoT technology in their lives, being open to its adoption in all fields of application, including for personal use, at home, and for work. One of the conclusions is that in order to foster the IoT adoption by this Generation, the functional benefits (performance, price, comfort, and safety) should be emphasized, so that the main risks perceived are weakened, namely the financial, performance, and physical risks.

Abstract
A lot has been said about the digital natives and their natural way of integrating the internet in their daily activities. Millennials have been considered a unique segment of consumers by researchers and practitioners alike, due to their ability and propensity to adopt and adapt new media to their daily routine. Although it is expectable that they are particularly keen on embracing IoT, extant literature is scarce on their views on the adoption of IoT to their home, work, and leisure activities. In this chapter, the authors analyze the potential of the millennial segment to IoT products and services. Results of a qualitative study with Portuguese consumers are included and provide interesting cues to marketers working with IoT offers.

Abstract
Internationalization-at-home activities present relevant opportunities for innovation in the teaching-learning process. These activities provide a very broad set of advantages, including the development of soft skills and increased motivation of students. This article aims to contribute to the debate on internationalization of higher education institutions by exploring students’ perceptions and experiences after participating in an international collaboration project involving 153 students in 5 universities in Germany, Mexico, Portugal, Scotland and the United States of America during the Fall/Winter semester 2017. The focus of this study is students’ satisfaction and perceptions. Results demonstrate that although students found the idea of collaborating with peers from other universities very appealing, high levels of satisfaction depended on commitment, both their own and that of their peers. The feelings during the project were predominantly positive, although students recognized that they should have communicated more with their partners and put more effort in the collaboration. This article provides useful evidence for instructors that are considering an international collaboration activity for their students. It demonstrates the deliverables of such initiatives as well as the clear advantage gained by receiving students’ feedback. Hopefully it will inspire other instructors and contribute to the diffusion of international collaboration as a teaching-learning practice.

Abstract
Literature has highlighted the challenges of selling experience (vs. search) products online. In addition, the role of celebrity endorsers in purchase intention and attitudes towards brands has been emphasized by scholars. This article argues that celebrities provide cues on products' sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers' personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.

Abstract
One of the current trends in the luxury market is the development of offers targeted to the millennial generation. In fact, this generation is seen as a potentiator of market growth, considering that the future of the luxury sector will depend on the capacity to reach this generation. This topic is particularly relevant for the marketing area, namely for the tourism sector. Another of the major trends for the tourism sector is the sustainability issue, with an emphasis on ecotourism. In this work we discuss the main contributions of the literature that allow to interlink the domains of luxury marketing, millennial generation, and ecotourism, proposing a set of hypotheses for future research.

Abstract
While highlighting the significance of exposure to ads to explain consumer behavior, extant literature has so far disregarded the potential impact of dreams. Linking the current-concerns theory and the model of cognitive response to advertising, this study focuses on the impact of dreaming of ads on purchase intentions. To test the 3 research hypotheses proposed, a quantitative study was conducted with Iranian consumers, using individuals' retrospective self-assessment on the 3 variables of the study: exposure to ads, dreams of ads, and purchase intentions. Results were obtained using structural equation modeling analysis. The findings confirm that exposure to ads has a positive impact on purchase intention, comprising both direct and indirect effects through dreams of ads. In addition, it is shown that also dreaming about ads has a positive impact on purchase intentions. The article provides insights for researchers and practitioners interested in the effectiveness of advertising strategies and in the role of dreams for individuals.