Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation

• Published in: Journal of business research Vol. 182; p. 114813
• Main Authors: Söderström, Charlotte, Mikalef, Patrick, Dypvik Landmark, Andreas, Gupta, Shivam
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.09.2024
• Subjects: Augmented Reality Marketing; Marketing management; Purchase Intention; SOR model; AR; Marketing management; Augmented Reality Marketing; SOR model; Purchase Intention

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...