How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad |
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| Institution: | 1. Hankuk University of Foreign Studies, Republic of Korea;2. Kent State University, USA;3. Seoul National University, Republic of Korea;4. University of Nebraska Kearney, USA;1. Orfalea College of Business, Cal Poly, SLO, USA;2. Adam Smith Business School, University of Glasgow, UK;1. Glorious Sun School of Business and Management, Donghua University, Shanghai, China;2. Lucas College and Graduate School of Business, San José State University, San Jose, USA |
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| Abstract: | Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant research discussing the application of AR in an advertising context. Thus, the major goal of this study is to explore how, why, and when augmented reality influences advertising effectiveness. A field experiment and two laboratory experiments demonstrate that an AR advertisement increases consumers’ attitude toward the ad through an increase in their curiosity toward the ad and attention toward the ad (i.e., measured by a physiological measure using eye-tracking). However, the effects only hold when consumers are unfamiliar with the AR ad technology. Overall, this study provides practical implications to advertisers who are considering integrating augmented reality technology in their advertising efforts. |
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| Keywords: | Augmented reality (AR) Curiosity Field experiment Eye-tracking experiment |
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