Augmented reality experiences: exploring psychological, cognitive, and sensory aspects

Jennifer Barhorst; Graeme McLean; Nina Krey; Heiner Evanschitzky; Ana Javornik

Abstract

Augmented reality (AR), which overlays a virtual world onto the real world, provides tremendous opportunities for brands to engage consumers through psychological, cognitive, and sensory processes as they interact with the technology. Due to the rapid development of AR, however, there is a dearth of research to understand how individual psychological, cognitive, and sensory aspects associated with AR experiences influence commonly studied outcome behaviors. With company investments in AR technology set to increase to $195 billion by 2025 and consumer downloads of mobile AR applications expected to reach 5.5 billion by 2022, the need to deepen the understanding of this burgeoning technology's impact on consumption experiences is of importance to both firms and scholars. We seek to address this gap by examining the psychological, cognitive, and sensory aspects of AR experiences that foster positive brand outcomes through the elicitation of episodic memories.

Original language	English
Number of pages	2
Publication status	Published - 4 Jun 2021
Event	2021 Academy of Marketing Science Annual Conference: Celebrating the Past and Future of Marketing - New York (Online), New York, United States Duration: 1 Jun 2021 → 4 Jun 2021 Conference number: 50 https://www.ams-web.org/event/2021AMSVirtualAC-WMC

Conference

Conference	2021 Academy of Marketing Science Annual Conference
Abbreviated title	2021 AMS
Country/Territory	United States
City	New York
Period	1/06/21 → 4/06/21
Internet address	https://www.ams-web.org/event/2021AMSVirtualAC-WMC

Keywords

augemented reality
consumer technology
episodic memory
mental time travel

Access to Document

Barhorst-etal-AMS-2021-Augmented-reality-experiences-exploring-psychological-cognitive-sensory-aspectsAccepted author manuscript, 129 KB

Cite this

@conference{a98aecbd6fd7485285842de2d9f25918,

title = "Augmented reality experiences: exploring psychological, cognitive, and sensory aspects",

abstract = "Augmented reality (AR), which overlays a virtual world onto the real world, provides tremendous opportunities for brands to engage consumers through psychological, cognitive, and sensory processes as they interact with the technology. Due to the rapid development of AR, however, there is a dearth of research to understand how individual psychological, cognitive, and sensory aspects associated with AR experiences influence commonly studied outcome behaviors. With company investments in AR technology set to increase to $195 billion by 2025 and consumer downloads of mobile AR applications expected to reach 5.5 billion by 2022, the need to deepen the understanding of this burgeoning technology's impact on consumption experiences is of importance to both firms and scholars. We seek to address this gap by examining the psychological, cognitive, and sensory aspects of AR experiences that foster positive brand outcomes through the elicitation of episodic memories. ",

keywords = "augemented reality, consumer technology, episodic memory, mental time travel",

author = "Jennifer Barhorst and Graeme McLean and Nina Krey and Heiner Evanschitzky and Ana Javornik",

year = "2021",

month = jun,

day = "4",

language = "English",

note = "2021 Academy of Marketing Science Annual Conference : Celebrating the Past and Future of Marketing, 2021 AMS ; Conference date: 01-06-2021 Through 04-06-2021",

url = "https://www.ams-web.org/event/2021AMSVirtualAC-WMC",

}

TY - CONF

T1 - Augmented reality experiences

T2 - 2021 Academy of Marketing Science Annual Conference

AU - Barhorst, Jennifer

AU - McLean, Graeme

AU - Krey, Nina

AU - Evanschitzky, Heiner

AU - Javornik, Ana

N1 - Conference code: 50

PY - 2021/6/4

Y1 - 2021/6/4

N2 - Augmented reality (AR), which overlays a virtual world onto the real world, provides tremendous opportunities for brands to engage consumers through psychological, cognitive, and sensory processes as they interact with the technology. Due to the rapid development of AR, however, there is a dearth of research to understand how individual psychological, cognitive, and sensory aspects associated with AR experiences influence commonly studied outcome behaviors. With company investments in AR technology set to increase to $195 billion by 2025 and consumer downloads of mobile AR applications expected to reach 5.5 billion by 2022, the need to deepen the understanding of this burgeoning technology's impact on consumption experiences is of importance to both firms and scholars. We seek to address this gap by examining the psychological, cognitive, and sensory aspects of AR experiences that foster positive brand outcomes through the elicitation of episodic memories.

AB - Augmented reality (AR), which overlays a virtual world onto the real world, provides tremendous opportunities for brands to engage consumers through psychological, cognitive, and sensory processes as they interact with the technology. Due to the rapid development of AR, however, there is a dearth of research to understand how individual psychological, cognitive, and sensory aspects associated with AR experiences influence commonly studied outcome behaviors. With company investments in AR technology set to increase to $195 billion by 2025 and consumer downloads of mobile AR applications expected to reach 5.5 billion by 2022, the need to deepen the understanding of this burgeoning technology's impact on consumption experiences is of importance to both firms and scholars. We seek to address this gap by examining the psychological, cognitive, and sensory aspects of AR experiences that foster positive brand outcomes through the elicitation of episodic memories.

KW - augemented reality

KW - consumer technology

KW - episodic memory

KW - mental time travel

M3 - Abstract

Y2 - 1 June 2021 through 4 June 2021

ER -