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The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

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  • Rumen Pozharliev

    (LUISS Guido Carli University)

  • Matteo Angelis

    (LUISS Guido Carli University)

  • Dario Rossi

    (LUISS Guido Carli University)

Abstract

Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising. Augmented reality ads are immersive, interactive, and lifelike, which means they may help companies create an emotional connection with their customers. The authors test if customers would respond in terms of emotional and affective intensity differently to augmented reality versus standard paper-based advertising. The results of two laboratory studies that consider physiological measures of arousal (galvanic skin response), self-reported measure of affect intensity and willingness to pay show that the higher willingness to pay for customers exposed to augmented reality as opposed to standard paper-based ads is driven by the physiological arousal, but not by the self-reported affect intensity and that processing fluency possibly underlies consumer’s enhanced emotional responses toward AR. These results suggest that replacing traditional advertisements with augmented reality advertisements enhances customer physiological responses and willingness to pay, with possible implications on customer segmentation and marketing communication.

Suggested Citation

  • Rumen Pozharliev & Matteo Angelis & Dario Rossi, 2022. "The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures," Marketing Letters, Springer, vol. 33(1), pages 113-128, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09573-9
    DOI: 10.1007/s11002-021-09573-9
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    Cited by:

    1. Norah Saud H. AL Hilal, 2023. "The Impact of the Use of Augmented Reality on Online Purchasing Behavior Sustainability: The Saudi Consumer as a Model," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    2. Shi, Baisheng & Wang, Hao, 2023. "An AI-enabled approach for improving advertising identification and promotion in social networks," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    3. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.

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