Augmented Reality Makes Me Feel So Excited: Evidence from Physiological and Self-Reported Measures
Rumen Pozharliev, Matteo De Angelis, D. Rossi · IRIS - Institutional Research Information System (Libera Università Internazionale degli Studi Sociali Guido Carli) · 2020
While a few studies have demonstrated a positive attitude of customers toward AR advertising, sufficient empirical evidence proving the ability of AR to engage customers above and beyond traditional 2D advertising and the processes that underlie customers’ enhanced experience with AR is lacking. Obtaining this knowledge is very important as it would offer scientific support to companies’ growing interest to invest in AR.