New Publication: Why a WOW-Effect is not enough in Augmented Reality

Our new study shows that AR can elicit a “wow effect”, but this wow effect does not translate into behavior. Read more here. Abstract: Augmented Reality (AR) is an innovative concept that enriches consumers’ perception of the real world with virtual content. Prior research has shown that AR has the potential to inspire consumers and Read More …

Study: Augmented Reality and Privacy Concerns

Augmented Reality (AR), per definition, collects and processes a lot of information about a user and his/her environment. Therefore, it is not surprising that privacy concerns are among the most frequently discussed topics when it comes to AR. But (how) do privacy risks influence consumers? Our recent JBR-study provides answers!