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 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 alignment with the customer's online-to-offline journey in experiential retail.
A great project at Maastricht University together with Lutz Lammerding, Tim Hilken, Dominik Mahr, and Jonas Heller
Check out the paper here: Link to the paper
Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., & Mahr, D. (2021). How to strategically choose or combine augmented and virtual reality for improved online experiential retailing. Psychology & Marketing.