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...
top of page
News
Jonas Heller
Mar 14, 20223 min
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
Jan 27, 20221 min
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
May 20, 20211 min
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
May 20, 20211 min
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
Oct 23, 20202 min
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
May 26, 20201 min
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
May 26, 20201 min
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...
bottom of page