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

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