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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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