2022/12/27 by William Fritz, Rhonda Hadi, Andrew Stephen +1 · 74 citations
Business, Management and Accounting · Computer Science · Psychology · #Advertising #Augmented Reality Applications #Augmented reality #Business #Computer science #Consumer Retail Behavior Studies #Human–computer interaction #Marketing #Marketing buzz #Psychology #Relevance (law) #Table (database) #Virtual Reality Applications and Impacts
paper · pdf · doi:10.1007/s11747-022-00919-x
published in Journal of the Academy of Marketing Science 51(3), 503-529 (Springer Science+Business Media)
openalex publication_date 2022/12/27 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06
Augmented reality (AR) technology has generated enormous industry investment and buzz, with the food and beverage sector quickly embracing this technology in an effort to enhance the customer experience. However, academic research has only just begun to empirically explore how and why this technology might influence consumer judgements and behaviors in such contexts. Across two field studies involving consequential behavior and two controlled laboratory studies, we find that AR's unique ability to visually superimpose objects onto a real-time environment increases consumers' ability to mentally simulate consuming a pictured food, which in turn increases their desire and purchase likelihood of the food item. Further, we find the increased mental simulation produced by AR is itself preceded and driven by an increased sense of personal relevance of the food items. Supplementary Information: The online version contains supplementary material available at 10.1007/s11747-022-00919-x.