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Call for paper: Special issue on Augmented Reality in Psychology & Marketing

Augmented Reality Creativity Customer Engagement

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 disruptive consumer-facing technologies. Whether on readily available devices (e.g., smartphones, tablets) or futuristic headsets, AR, VR, and MR applications that promise to enhance customer experiences are emerging at a frenetic pace. For instance, consumers can now visualize product holograms in AR (IKEA), feel the precarious circumstances in refugee camps first hand through VR (UNICEF), or immerse themselves in digitally-physically blended dining experiences with MR (Le Petit Chef). At same time, social media platforms are increasingly relying on reality-enhancing technology to further bridge gaps between firms, consumers, and other consumers (e.g., Snapchat AR lenses or Facebook VR).

This special issue aims for a broad approach to understanding the psychological mechanisms and consequences of using reality-enhancing technologies in marketing. Topics of interest may include, but are not limited to:

  • How AR, VR, and MR reshape our understanding and conceptualizations of consumer behavior and decision making in the marketplace.

  • How the transformative potential or boundaries of marketing with reality-enhancing technologies can be determined by identifying each technology’s unique psychological mechanisms.

  • Unique styles of decision-making enabled by reality-enhancing technologies (e.g., contextualized in AR vs. escapist in VR) and resulting impact on consumer choice.

  • AR, VR, and MR’s potential to support consumer goals and self-control in increasingly hedonic and impulse-driven decision contexts.

  • The suitability of using AR, VR, and MR in different experience and decision contexts (e.g., reliving memories with VR vs. looking into the future with AR).

  • Consumer responses to the use of reality-enhancing technology for non-profit goals (e.g., as in the UK’s NHS AR campaign for donating blood)

  • The presence or influence of sensory overload from using reality-enhancing technologies

  • (In-) congruence effects between different sensory modalities (e.g., gestures, voice-commands, haptics, audio, smell) when using AR, VR, and MR.

  • Reality-enhancing technologies as drivers for consumer well-being (physical, economic, social, emotional, psychological)

Find the original call for papers here: Call for papers


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