Annual conference - AEMARK 2022 This study examined consumers planned and unplanned purchases in a virtual retail store using self-report and neurophysiological tools. Using theoretical perspectives from retailing, virtual reality, and neuromarketing literature, we evaluate how unplanned behavior evolves through conscious and unconscious measures. Overall, we found that VR aspects- flow experience and sense of presence positively influenced consumers’ emotions. Consumers’ desire to stay was strongly influenced by consumer’s emotional structure in the virtual shopping trip. Additionally, we also found significant differences in cognitive workload obtained via electroencephalogram during planned purchases and unplanned purchases. Further, preliminary directions for virtual commerce research are provided, as well as insights that practitioners can use in real-world settings.