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 difers 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 afective intensity diferently 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 afect 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 afect intensity and that processing fuency 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.

The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures / Pozharliev, Rumen Ivaylov; De Angelis, Matteo; Rossi, Dario. - In: MARKETING LETTERS. - ISSN 1573-059X. - 33:1(2022), pp. 113-128. [10.1007/s11002-021-09573-9]

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

Rumen Pozharliev
;
Matteo De Angelis;Dario Rossi
2022

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 difers 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 afective intensity diferently 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 afect 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 afect intensity and that processing fuency 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.
Augmented advertising, Physiological arousal, Self-reported afect intensity, Willingness to pay, Processing fuency
The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures / Pozharliev, Rumen Ivaylov; De Angelis, Matteo; Rossi, Dario. - In: MARKETING LETTERS. - ISSN 1573-059X. - 33:1(2022), pp. 113-128. [10.1007/s11002-021-09573-9]
File in questo prodotto:
File Dimensione Formato  
Marketing Letters.pdf

Open Access

Tipologia: Versione dell'editore
Licenza: Creative commons
Dimensione 777.61 kB
Formato Adobe PDF
777.61 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/207355
Citazioni
  • Scopus 6
  • ???jsp.display-item.citation.isi??? 9
social impact