Augmented Reality Helps Low-Involved Consumers Build Self-Brand Connection

Augmented Reality facilitates consumers’ mentalizing of consumption experience by overlaying digital images of products on physical reality. Three experiments reveal that low involved consumers perceive greater self-brand connection after AR-assisted (vs. non-AR-assisted) shopping. This is because they perceive the brand as being more communal (vs. monetary-exchange-based) in fulfilling consumers’ needs.



Citation:

Jaeyeon Chung and Youjung Jun (2019) ,"Augmented Reality Helps Low-Involved Consumers Build Self-Brand Connection", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 35-39.

Authors

Jaeyeon Chung, Rice University, USA
Youjung Jun, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More

Featured

L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Featured

I3. Hormonal Effects on Materialism and the Moderating Role of Intrasexual Competition

Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.