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...
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...
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...
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,...
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...