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What's Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership

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  • Carrozzi, Amelia
  • Chylinski, Mathew
  • Heller, Jonas
  • Hilken, Tim
  • Keeling, Debbie I.
  • de Ruyter, Ko

Abstract

Augmented Reality (AR) holograms are 3D digital objects projected into a customer's physical environment through mobile technology. Applied as potential substitutes to physical products, AR holograms pose a unique challenge for conventional configurations of product ownership. Taking a socially situated cognition perspective, we demonstrate how customers' shared experience of AR holograms leads to distinct perspectives on psychological ownership. In Study 1, we demonstrate how customization of AR holograms lets customers feel psychological ownership of digital products. In Study 2, we highlight the mechanisms of social adaptation related to assimilation and differentiation that drive the relationship between customization and psychological ownership of AR holograms in social settings. In Study 3, we illustrate how these mechanisms are influenced by the affordances of AR technology when customers switch between personal or shared devices. We discuss implications for theory and marketing practice of this potentially novel class of digital consumer products.

Suggested Citation

  • Carrozzi, Amelia & Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie I. & de Ruyter, Ko, 2019. "What's Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 71-88.
    • Handle: RePEc:eee:joinma:v:48:y:2019:i:c:p:71-88
    DOI: 10.1016/j.intmar.2019.05.004
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    3. Javornik, Ana & Marder, Ben & Pizzetti, Marta & Warlop, Luk, 2021. "Augmented self - The effects of virtual face augmentation on consumers' self-concept," Journal of Business Research, Elsevier, vol. 130(C), pages 170-187.
    4. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing," Journal of Retailing, Elsevier, vol. 95(4), pages 219-234.
    5. Brannon Barhorst, Jennifer & McLean, Graeme & Shah, Esta & Mack, Rhonda, 2021. "Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences," Journal of Business Research, Elsevier, vol. 122(C), pages 423-436.
    6. Jessen, Alexander & Hilken, Tim & Chylinski, Mathew & Mahr, Dominik & Heller, Jonas & Keeling, Debbie Isobel & de Ruyter, Ko, 2020. "The playground effect: How augmented reality drives creative customer engagement," Journal of Business Research, Elsevier, vol. 116(C), pages 85-98.
    7. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    8. Poushneh, Atieh, 2021. "How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    10. Wiegand, Nico & Imschloss, Monika, 2021. "Do You Like What You (Can't) See? The Differential Effects of Hardware and Software Upgrades on High-Tech Product Evaluations," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 18-40.
    11. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.

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