We invite authors to submit to our special issue "Disrupting marketing realities: The sensory, emotional and cognitive mechanisms transforming customer experiences with reality-enhancing technologies" (Deadline: March 15th 2021). Consumers and firms have recently witnessed the emergence of a veritable ecosystem of reality-enhancing technologies. Most notably, Augmented (AR) and Virtual Reality (VR), as well as the developing Mixed Reality (MR), are being embraced as disruptiv