IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-42173-1_9.html
   My bibliography  Save this book chapter

Consumer Behavior in Augmented Reality. Research Landscape and Future Research

In: Customer Centricity

Author

Listed:
  • Katrin E. Schein

    (Reutlingen University)

Abstract

Augmented Reality (AR) integrates virtual content into consumers’ perceptions of the real world. By creating an immersive and engaging experience for customers, AR has received increased attention in marketing research and practice and becomes even more relevant due to the current Metaverse trend. However, to unlock the full potential of consumer AR, among others in the context of customer centricity, knowledge of AR experiences needs to be enhanced. This article addresses this issue by contrasting different definitions of AR from various research streams, comparing AR to other exciting media formats and depicting its unique possibilities. Further, an overview of the challenges on consumer behavior in AR that need to be addressed is provided—as AR is a fundamentally different concept from what is found in other media formats, new variables and challenges arise.

Suggested Citation

  • Katrin E. Schein, 2024. "Consumer Behavior in Augmented Reality. Research Landscape and Future Research," Springer Books, in: Susanne O'Gorman & Gabriele Schuster (ed.), Customer Centricity, chapter 0, pages 127-136, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42173-1_9
    DOI: 10.1007/978-3-658-42173-1_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-42173-1_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.