The current paper explores the impact that an augmented reality shopping assistant may have on consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket was developed using HoloLens glasses. A total of 85 participants were invited to walk‐through the store using augmented reality glasses. A PLS‐SEM approach was used to test the conceptual model. Results using different scenarios show that media richness (the level of information cues, variety and immediate feedback) impacts consumer decisions and heightens their cognitive and emotional responses. The current study finds that a media‐rich augmented reality experience influences brand engagement and willingness to buy through perceived information quality and brand attitudes. At a time when managers in every industry work to capture consumers’ attention, the present study shows how content remains important in every communication activity, even in an innovative augmented reality retail shopping experience.

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