2022/04/07 by Stefan Hoffmann, Tom Joerß, Robert Mai +1 · 53 citations
Business, Management and Accounting · Computer Science · Decision Sciences · Mathematics · #Advertising #Augmented Reality Applications #Augmented reality #Business #Computer science #Consumer Retail Behavior Studies #Controllability #Human–computer interaction #Marketing #Mathematics #Point (geometry) #Point of sale #Process (computing) #Product (mathematics) #Technology Adoption and User Behaviour #World Wide Web
paper · pdf · doi:10.1007/s11747-022-00855-w
published in Journal of the Academy of Marketing Science 50(4), 743-776 (Springer Science+Business Media)
openalex publication_date 2022/04/07 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06
Augmented reality-delivered product information (ARPI) can overcome the limited space at the point of sale to inform shoppers on demand and will therefore become more widespread in brick-and-mortar stores. To fill the void of academic research, this paper develops a model of how consumers process ARPI and how ARPI can shape brand image and purchase intentions. Making use of the cues-filtered-out theory, this paper suggests that the effect of ARPI controllability depends on information detailedness. An unintended backfire effect of controllability occurs when the accessible information is detailed, which is explained by the mediating process via perceived comprehensiveness. This backfire effect is a risk primarily in busy shopping times. The main experiment conducted in a hypermarket and four follow-up studies (using field, lab, and video settings) empirically confirm the proposed model on the basis of different data sources, including usage tracking, questionnaires, and scanner data. The paper derives managerial implications and outlines directions for future research. Supplementary Information: The online version contains supplementary material available at 10.1007/s11747-022-00855-w.