What is it about?
This research reviews how augmented reality (AR) affects consumers. By analyzing nearly 100 studies, it identifies how AR influences shopping, emotions, and decision-making. The authors propose a new framework that places the consumer at the center, considering technology, context, and psychological factors. Examples include apps that let you try on clothes virtually, scan packaging for extra content, or explore products in immersive ways.
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Why is it important?
The article is timely because AR is no longer a futuristic concept—it is already being used by retailers like IKEA or Sephora and will expand across industries. This framework helps researchers and companies understand what drives consumer adoption, how AR changes behavior, and where future innovations should focus. It sets a clear path for advancing both theory and real-world applications.
Perspectives
Personally, I see AR as a bridge between the digital and physical worlds. What excites me most is its ability to make interactions more intuitive and enjoyable—turning shopping or learning into playful, memorable experiences. The challenge will be ensuring that AR is not just a gimmick but genuinely adds value to consumers’ lives
Sergio Barta
Universidad de Zaragoza
Read the Original
This page is a summary of: Augmented reality experiences: Consumer‐centered augmented reality framework and research agenda, Psychology and Marketing, October 2024, Wiley,
DOI: 10.1002/mar.22143.
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