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