How and why does augmented reality influence consumer decision making in retail environments? Most research on augmented reality technology focuses on the use in learning environments as well as on the technological aspects, however the potential use for marketers and how it affects consumer behavior and decision making has not been researched so far.
Can you provide any interesting papers in the field?
It is an interesting topic, and behavioral aspects are still unfolding. You may find the following references helpful.
- Güven, S., Oda, O., Podlaseck, M., Stavropoulos, H., Kolluri, S., & Pingali, G. (2009, March). Social mobile augmented reality for retail. In Pervasive Computing and Communications, 2009. PerCom 2009. IEEE International Conference on (pp. 1-3). IEEE.
- Välkkynen, P., Boyer, A., Urhemaa, T., & Nieminen, R. (2011). Mobile augmented reality for retail environments. In Proceedings of Workshop on Mobile Interaction in Retail Environments in Conjunction with MobileHCI.
- Barlow, A. K., Siddiqui, N. Q., & Mannion, M. (2004). Developments in information and communication technologies for retail marketing channels. International Journal of Retail & Distribution Management, 32(3), 157-163.
- Lu, Y., & Smith, S. (2007). Augmented reality e-commerce assistant system: trying while shopping. In Human-Computer Interaction. Interaction Platforms and Techniques (pp. 643-652). Springer Berlin Heidelberg.
- Bulearca, M., & Tamarjan, D. (2010). Augmented reality: A sustainable marketing tool. Global Business and Management Research: An International Journal, 2(2&3), 237-252.
- Olsson, T., Lagerstam, E., Kärkkäinen, T., & Väänänen-Vainio-Mattila, K. (2013). Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Personal and ubiquitous computing, 17(2), 287-304. (link attached)
Article Expected user experience of mobile augmented reality service...
The complexity of consumer decision making:
Source - Torben Hansen, Consumer Decision Making: A Research Note, Department of Marketing, Copenhagen Business School,
A brand is nothing more than a mental representation of a product in the consumer’s mind. In reality, however, emotions greatly influence and in many cases, even determine our decisions. The influential role of emotion in consumer behavior is well documented. consumers primarily use emotions rather than information. Positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.
There has been a recent paper answering the question fairly well:
Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509-523.
Hi Jonas
I am doing something similar for my Masters thesis.
I am hoping to get some help on my thesis questions and suggestions on the questions i have proposed. Please comment and give constructive feedback to help me.
The research question was formulated on the basis on having a keen in interest in Augmented reality applications and trying to understand what benefits there are for companies and how these benefits are measured. As the technology is still relatively expensive, how do companies justify this expenditure in terms of a return.
Questions:
1.What benefits arise from the implementation of augmented reality solutions.
a. How are these benefits measured?
b. When should a company consider implementing an augmented reality solution?
Thanks
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