When Highly Curious Consumers Have High Self-Esteem: Maximizing the Effects of Augmented Reality in Brand Communication

Mark Yi-Cheon Yim, Canisius College, USA
Hongmin Ahn, West Virginia University, USA
This study aims to identify personality traits that affect the effects of augmented reality in brand communication. The study demonstrates that both curiosity and self-esteem influence the persuasiveness of augmented reality in brand communication, suggesting they are critical individual differences to consider in predicting consumers’ responses to augmented reality.
[ to cite ]:
Mark Yi-Cheon Yim and Hongmin Ahn (2014) ,"When Highly Curious Consumers Have High Self-Esteem: Maximizing the Effects of Augmented Reality in Brand Communication", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 819-819.