 How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the adShuai Yang, Jeffrey R. Carlson and Sixing Chen Journal of Retailing and Consumer Services, 2020, vol. 54, issue C 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. Keywords: Augmented reality (AR); Curiosity; Field experiment; Eye-tracking experiment (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919306149 DOI: 10.1016/j.jretconser.2019.102020 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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