NEWS

Jonas Heller

Bridging Imagination Gaps on the Path to Purchase with Augmented Reality

Many firms use augmented reality (AR) that projects lifelike product holograms into the physical environment to assist customers in...

Jonas Heller

DEXLab launches at the SBE

Picture this: students receiving real-time feedback on their presentation skills in VR. Researchers using AR to improve customer support...

Jonas Heller

How to strategically choose or combine augmented and virtual reality for improved online retailing?

Through three experiments, Tim Hilken, Mathew Chylinski , Debbie Keeling, Jonas Heller, Ko De Ruyter and Dominik Mahr investigate the...

Jonas Heller

Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns

Privacy concerns are an often cited obstacle to consumer adoption of augmented reality (AR) technology, but research has not yet...

Jonas Heller

New publication on AR as an enabler for service engagement by Heller et al. (2021)

The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting,...

Jonas Heller

Call for paper: Special issue on Augmented Reality in Psychology & Marketing

We invite authors to submit to our special issue "Disrupting marketing realities: The sensory, emotional and cognitive mechanisms...

Jonas Heller

Jessen et al. (2020) publish on how AR can drive creative customer engagement in JBR

Recent reports and research suggest that managers not only lack insight into how AR might engage customers and enable creative activity,...

Jonas Heller

New article on Augmented Reality Marketing (ARM) in the Australasian Marketing Journal

Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and...