5N a Feast For the Eyes: How Augmented Reality Influences Food Craving and Evaluation

Augmented Reality (AR) technology has generated huge amounts of industry investment and buzz. In this paper, we explore the effects that augmented reality has on craving and overall evaluation of healthy versus indulgent food items, and show how these results are mediated by mental simulation.


William Fritz, Rhonda Hadi, and Andrew T. Stephen (2019) ,"5N a Feast For the Eyes: How Augmented Reality Influences Food Craving and Evaluation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 969-969.


William Fritz, Oxford University, UK
Rhonda Hadi, Oxford University, UK
Andrew T. Stephen, Oxford University, UK


NA - Advances in Consumer Research Volume 47 | 2019

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