Through three experiments, Tim Hilken, Mathew Chylinski , Debbie Keeling, Jonas Heller, Ko De Ruyter and Dominik Mahr investigate the individual and combined impact of AR and VR on key marketing objectives. They found that #AR is more effective in stimulating purchase intentions than #VR, while VR is better suited for improving brand attitudes than AR. Finally, they show that AR and VR, in combination, can improve both purchase intentions and brand attitudes, due to greater a