Augmented Reality Effects on Attitude and Memory

Little is known about the underlying mechanisms on the effect of augmented reality (AR) on consumer┬┤s attitude and memory. In two experiments we demonstrate that positive attitude toward the brand increases, and memory recall decreases, when consumers are exposed to AR. Perception of media┬┤s innovation and entertainment mediate such effect.


Juliana M. Batista, Annaysa Salvador Muniz Kamiya, and Delane Botelho (2020) ,"Augmented Reality Effects on Attitude and Memory", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1192-1192.


Juliana M. Batista, EAESP-FGV, Brazil
Annaysa Salvador Muniz Kamiya, Centro Universitário FEI
Delane Botelho, EAESP-FGV, Brazil


NA - Advances in Consumer Research Volume 48 | 2020

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