Augmented reality (AR) marketing and consumer responses: a study of cue-utilization and habituation
Open accessAbstract
While Augmented reality (AR) enables consumers to experience a more vivid and entertaining shopping experience, there is limited empirical knowledge on how this technology influences behavioral consumer responses, particularly over time. This study builds on cue-utilization and habituation theories to understand if the proposed effects are subject to erosion over repeated use of AR applications. To evaluate the hypotheses, we conducted a study with users of an AR marketing app in the USA. Perceptions of usefulness are most important for first-time users when it comes to purchase intention. Contrarily, for habitual users’, enjoyment was found to be the most important factor. In addition, we find that vividness has a stronger effect on affective responses for first-time users compared to habitual users, and augmentation exerts a stronger effect for habitual users on their cognitive and affective responses.
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Perceived novelty can heighten interest and the willingness to persist.
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- Authors
- Söderström, C., Mikalef, P., Dypvik Landmark, A., & Gupta, S.
- Affiliations
- Norwegian University of Science and Technology (NO)
- SINTEF (NO)
- NEOMA Business School (FR)
- Corresponding author
- Mikalef, Patrick
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2024-09
- Volume
- 182
- Pages
- 114813
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W4400416199
- Cited by
- 51
- References
- 126
- Citations by year
- 2026: 25 · 2025: 24 · 2024: 2
- FWCI
- 7.15
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Business Research (publishedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Augmented Reality Applications
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Keywords
- augmented reality marketing, consumer response, cue utilization, habituation, purchase intention, perceived usefulness, enjoyment, vividness, emotional responses, cognitive responses, first-time users, AR applications
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