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 developed a specific measurement scale to capture these concerns. We address this need by drawing on AR and privacy literature to develop a ten-item Augmented Reality Information Privacy Concerns (ARIPC) scale. We follow a systematic scale development process that includes an empirical application of the scale. We offer novel and practically useful
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, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats. However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore t
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 transforming customer experiences with reality-enhancing technologies" (Deadline: March 15th 2021). Consumers and firms have recently witnessed the emergence of a veritable ecosystem of reality-enhancing technologies. Most notably, Augmented (AR) and Virtual Reality (VR), as well as the developing Mixed Reality (MR), are being embraced as disruptiv
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, but also require guidance in targeting customers that will embrace AR (Hilken et al., 2018, Heller et al. 2019), so that they can offer more satisfying customer experiences. As research on these topics is scant, our objective is to break ground on this novel topic in the AR research stream and address these knowledge gaps. Specifically, we e
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 practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM
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