The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.
How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad
Abstract
Abstract Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant research discussing the application of AR in an advertising context. Thus, the major goal of this study is to explore how, why, and when augmented reality influences advertising effectiveness. A field experiment and two laboratory experiments demonstrate that an AR advertisement increases consumers’ attitude toward the ad through an increase in their curiosity toward the ad and attention toward the ad (i.e., measured by a physiological measure using eye-tracking). However, the effects only hold when consumers are unfamiliar with the AR ad technology. Overall, this study provides practical implications to advertisers who are considering integrating augmented reality technology in their advertising efforts.
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Cites
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Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks
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Cited by
Exploring the role of augmented reality in purchase intention: Through flow and immersive experience
Pathak, K., & Prakash, G. (2023) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2023.122833 · Cited by 40
Metadata
- Authors
- Yang, S., Carlson, J. R., & Chen, S.
- Venue
- Journal of Retailing and Consumer Services
- Publisher
- Elsevier BV
- Published
- 2020-05
- Volume
- 54
- Pages
- 102020
- ISSN
- 0969-6989 (ISSN-L)
- OpenAlex
- W2997612204
- Cited by
- 178
- References
- 11
- FWCI
- 5.47
- Type
- journal article
- Language
- en
- Open access
- closed
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