Seeing and Believing: a Performative Perspective on Augmented Reality

Existing AR research predominantly adopts cognitive perspectives when analyzing augmented reality product visualization apps. The current paper offers researchers a new set of eyes by developing a performative perspective on AR. This novel perspective provides a more nuanced and substantially broadened assessment of augmented reality’s potential for marketing and retailing.



Citation:

Joachim Scholz (2020) ,"Seeing and Believing: a Performative Perspective on Augmented Reality", 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: 695-967.

Authors

Joachim Scholz, Brock University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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