We are delighted to announce that a paper by Tim Hilken (Maastricht University School of Business and Economics), Ko de Ruyter (Cass Business School), Mathew Chylinski (UNSW Business School), Dominik Mahr (Maastricht University School of Business and Economics), and Debbie I. Keeling (University of Sussex) has been accepted for publication in the Journal of the Academy of Marketing Science. In the paper, we demonstrate how AR applications that allow customers to virtually try