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Cited by 397Consumer Behavior in Brand Consumption and IdentificationAugmented Reality ApplicationsConsumer Retail Behavior Studies

We ARe at home: how augmented reality reshapes mobile marketing and consumer-brand relationships.

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Scholz, Joachim, Duffy, Katherine·2018·Journal of Retailing and Consumer Services
DOI 10.1016/j.jretconser.2018.05.004
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  • AR can strengthen confidence in choice and willingness to pay by simulating tangibility and enabling virtual product testing, reducing online purchase uncertainty.

    “In digital retailing, AR can strengthen both judgements by simulating tangibility and enabling virtual product testing, which reduces the uncertainty that ordinarily attends online purchases (Rauschnabel et al. 2018;Scholz and Duffy 2018).”

    From Seeing Is Believing, Experiencing Is Deciding: How Augmented Reality Attributes Drive Confidence in Choice and Willingness to Pay (2026) · cites this paper as Scholz and Duffy 2018

    The Introduction (p. 3) describes virtual product tryouts, and section 2.1 (pp. 8–10) says AR apps can help consumers make purchase decisions more confidently and reduce uncertainty about a potential purchase. These passages support the virtual-testing and uncertainty parts of the claim, but they do not establish simulated tangibility or greater willingness to pay; willingness to buy is a different outcome. (LLM, conf=0.86)

    Experimental — accuracy not yet measured

  • A qualitative study using an AR make-up mobile app in the home found that consumers viewed this as a fun or entertaining activity rather than a purchase tool.

    “A qualitative study using an AR make-up mobile app in the home found that consumers viewed this as a fun or entertaining activity rather than a purchase tool (Scholz and Duffy, 2018).”

    From Motivational and Affective Factors Underlying Consumer Dropout and Transactional Success in eCommerce: An Overview (2020) · cites this paper as Scholz and Duffy, 2018

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Cited by

Sorted by citations

Authors
Scholz, J., & Duffy, K.
Affiliations
  • California Polytechnic State University (US)
  • University of Glasgow (GB)
Corresponding author
Scholz, Joachim
ORCID
Venue
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Published
2018-09
Volume
44
Pages
11-23
ISSN
0969-6989 (ISSN-L)
DOI
10.1016/j.jretconser.2018.05.004
OpenAlex
W2804577160
Cited by
397
References
7
Citations by year
2026: 35 · 2025: 55 · 2024: 57 · 2023: 68 · 2022: 57 · 2021: 60 · 2020: 39 · 2019: 22 · 2018: 4
FWCI
56.00
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Retailing and Consumer Services (publishedVersion)
  • ENLIGHTEN (Jurnal Bimbingan dan Konseling Islam) (acceptedVersion, cc-by-sa)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Augmented Reality Applications
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Keywords
augmented reality, mobile marketing, consumer-brand relationships, mobile shopping, Sephora, intimate space, self-concept, self-augmentation

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