New Strategic Deployment of Augmented and Virtual Reality for Enhancing Purchase Intentions and Brand Attitudes

This study examines how Augmented Reality (AR) and Virtual Reality (VR) influence consumer decision-making in experiential retail. Through three experiments and qualitative feedback, AR proved more effective in driving purchase intentions by emphasizing product-focused mental imagery, while VR significantly enhanced brand attitudes through context-focused immersion. Results further indicated that presenting AR before VR yielded stronger outcomes, as AR’s product clarity primed consumers for the immersive brand narrative of VR. Qualitative insights underscored the emotional resonance and detailed visualization each technology provides, highlighting their complementary roles in shaping consumer perceptions. Employing a mixed methods approach, the research integrated statistical analyses of mental imagery, purchase intentions, and brand attitudes with participant narratives. While limitations include convenience sampling, controlled settings, and self-report measures, the findings offer a solid foundation for strategic AR-VR deployment. Future research should explore diverse contexts, user demographics, and long-term effects to deepen understanding of these emerging technologies.