Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy

Hopp, Toby; Gangadharbatla, Harsha

doi:10.1080/10641734.2016.1171179

Cited by 88 publications

(46 citation statements)

References 81 publications

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“…Academic research on augmented reality, while still scarce, has rapidly grown over the last few years. After some earlier survey-based (e.g., Huang and Liu, 2014;Rese et al, 2014) and conceptual work (e.g., Javornik, 2016a;Scholz and Smith, 2016), several quasi-experimental and experimental studies (e.g., Beck and Crié, 2018;Hilken et al, 2017;Hopp and Gangadharbatla, 2016;Javornik, 2016b;Poncin and Mimoun, 2014;Poushneh, 2018;Poushneh andVasquez-Parraga, 2017a, 2017b;Yaoyuneyong et al, 2016;Yim et al, 2017) have provided important insights into consumers' user experience of augmented reality applications. User 7 experience is a holistic concept of "how people use an interactive product: the way it feels in their hands, how well they understand how it works, how they feel about it while they are using it, how well it serves their purposes, and how well it fits into the entire context in which they are using it" (Alben, 1996, p. 5).…”

Section: Augmented Reality Marketingmentioning

confidence: 99%

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

Scholz

Duffy

2018

Journal of Retailing and Consumer Services

268

212

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Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more meaningful consumer-brand relationships. Yet, the broader experiential and brandrelated impact of AR remains unclear, as much existing research adopts an app-centric perspective centered on consumers' motivations for and reactions to using AR applications. The current article takes a more holistic approach to examine what consumer-brand relationships can be facilitated through augmented reality. Through an ethnographic study of Sephora's mobile AR shopping app, we find that a close and intimate (rather than transactional) relationship can emerge due to how the branded AR app is incorporated into consumers' intimate space and their sense of self. This study thus broadens the focus of AR research from the immediate physical context into which virtual information is embedded, to the wider spatial-symbolic context of where consumers use AR apps, as well as to the inner context of how self-augmentations are integrated into consumers' self-concepts.

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Section: Augmented Reality Marketingmentioning

confidence: 99%

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

Scholz

Duffy

2018

Journal of Retailing and Consumer Services

268

212

View full text Add to dashboard Cite

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“…For many customers, technology-enabled shopping and consumption experiences involve collaborating with others over a certain period of time (Zhu et al 2010). An important insight from socially situated cognition theory is that a person's cognition adapts to the dominant affordances of any situation (Semin and Smith, 2013), and accordingly research shows that customers adapt their beliefs and attitudes to an AR-enabled experience, after only relatively short durations of using the technology (i.e., when using AR for several minutes; Hopp and Gangadharbatla, 2016). Extending AR exposure, for instance in a situation when a shared device is used, implies that customers have more opportunity to discover the dominant affordances of AR technology.…”

Section: Expression Of Social Identity Needs By Different Ar Devicesmentioning

confidence: 99%

What's Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership

Carrozzi

Chylinski

Heller

et al. 2019

Journal of Interactive Marketing

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Augmented Reality (AR) holograms are 3D digital objects projected into a customer's physical environment through mobile technology. Applied as potential substitutes to physical products, AR holograms pose a unique challenge for conventional configurations of product ownership. Taking a socially situated cognition perspective, we demonstrate how customers' shared experience of AR holograms leads to distinct perspectives on psychological ownership. In Study 1, we demonstrate how customisation of AR holograms lets customers feel psychological ownership of digital products. In Study 2, we highlight the mechanisms of social adaptation related to assimilation and differentiation that drive the relationship between customisation and psychological ownership of AR holograms in social settings. In Study 3, we illustrate how these mechanisms are influenced by the affordances of AR technology when customers switch between personal or shared devices. We discuss implications for theory and marketing practice of this potentially novel class of digital consumer products.

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“…Habituation reduces the impact of cyber sickness [40], which suggests that participants who are familiar with VR may perceive IVN as a more positive experience. On the other hand, recent research reports that the novelty effect also influences the results in studies on virtual and augmented reality [114,115], which suggests that participants who are unfamiliar with the technology might view the experience as positive based on the novelty of the technology alone. Although a study of IVN by Browning et al [51] concluded that the novelty effect did not influence the results in studies of virtual nature, it may be too soon to make a definite conclusion regarding this matter.…”

Section: Individual Characteristicsmentioning

confidence: 99%

Enable, Reconnect and Augment: A New ERA of Virtual Nature Research and Application

Litleskare

MacIntyre

Calogiuri

2020

IJERPH

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Being exposed to natural environments is associated with improved health and well-being, as these environments are believed to promote feelings of "being away" from everyday struggles, positive emotional reactions and stress reduction. Despite these positive effects, humanity is becoming increasingly more distanced from nature due to societal changes, such as increased urbanization and the reduced accessibility of natural environments. Technology is also partly to blame, as research suggests that people replace nature contact with increased screen time. In this cross-section between nature and technology, we find technological nature which is progressing towards a point where we may be capable of simulating exposure to real nature. Concerns have been raised regarding this technology, as it is feared it will replace real nature. However, research suggests that virtual nature may have a more positive impact on society than a mere replacement of real nature, and this review propose several areas where virtual nature may be a beneficial addition to actual nature (Enable), help people reconnect with the real natural world (Reconnect) and "boost" human-nature interactions (Augment). Based on the current research and theoretical framework, this review proposes guidelines for future research within these areas, with the aim of advancing the field by producing high quality research.

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Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy

Cited by 88 publications

References 81 publications

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

What's Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership

Enable, Reconnect and Augment: A New ERA of Virtual Nature Research and Application

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