Augmented reality-delivered product information at the point of sale: when information controllability backfires

Hoffmann, Stefan; Joerß, Tom; Mai, Robert; Akbar, Payam

doi:10.1007/s11747-022-00855-w

Cited by 24 publications

(19 citation statements)

References 92 publications

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“…Prior research stressed that AR in shopping settings could be used to extend the product, the consumers' body, and the consumers' environment (Javornik 2016a;Hoffmann et al, 2022). Integrating these conceptual foundations, we propose that the AR technology can be used to enhance and support different steps in the customer journey, from searching information over visualizing products to virtually trying on products or virtually placing objects in the consumers' environment.…”

Section: Augmented Shopping Realitymentioning

confidence: 98%

“…The AR technology can be used to enhance physical objects (including products) with virtual information (Hoffmann et al, 2022). This function has been labelled 'annotation' by Azuma (1997) and is related to Tan et al's (2021) educate category.…”

Section: Informingmentioning

confidence: 99%

“…) are further examples of how AR can deliver context-specific information. In shopping contexts, retailers can apply AR in brick-andmortar stores to supplement the physical environment with product information (Hilken et al, 2018), such as offering further details about books (Spreer and Kallweit, 2014) or food products (Joerß et al, 2021;Hoffmann et al, 2022). Virtual overlays concern the product or specific areas on the packaging and even entire shelves.…”

Section: Informingmentioning

confidence: 99%

“…In this way, AR opens up virtually unlimited space in the digital world for physical objects at the point of sale. The technology provides shoppers with access to the required information exactly at the place and the time when they need it (Joerß et al, 2021;Hoffmann et al, 2022).…”

Section: Informingmentioning

confidence: 99%

“…For example, based on research insights, ASR could potentially be more effective in addressing different senses when utilizing the crossmodal design paradigm (Ward et al, 2021) which is known to influence decision processes (Deliza and Macfie, 1996) and perceived value (Teas and Agarwal, 2000). As another example, ASR could be more effective making use of the latest research findings on the design of AR information at the point of sale (Hoffmann et al, 2022). Academic ASR research is developing with tremendous speed, but the growing body of literature is very diverse and fragmented in that the extant studies cover different AR applications, shopping settings, and product categories, with each study putting the spotlight on a specific context.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda

Hoffmann

Mai²

2022

Front. Virtual Real.

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The application of augmented reality (AR) is receiving great interest in e-commerce, m-commerce, and brick-and-mortar-retailing. A growing body of literature has explored several different facets of how consumers react to the upcoming augmented shopping reality. This systematic literature review summarizes the findings of 56 empirical papers that analyzed consumers’ experience with AR, acceptance of AR, and behavioral reactions to AR in various online and offline environments. The review synthesizes current knowledge and critically discusses the empirical studies conceptually and methodologically. Finally, the review outlines the theoretical basis as well as the independent, mediating, moderating, and dependent variables analyzed in previous AR research. Based on this synthesis, the paper develops an integrative framework model, which helps derive directives for future research on augmented shopping reality.

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Section: Augmented Shopping Realitymentioning

confidence: 98%

Section: Informingmentioning

confidence: 99%

Section: Informingmentioning

confidence: 99%

Section: Informingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda

Hoffmann

Mai²

2022

Front. Virtual Real.

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Color at the point of sale: Psychological and communicative implications

Sánchez

Nicolás-Sans

Armengol

et al. 2023

J of Consumer Behaviour

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The environment that surrounds a consumer when they are at a point of sale can influence them both psychologically and communicatively. In this sense, the study arises from the need to discover the capacity of influence that colors of the components of the commercial establishment (wall, floor, ceiling, and furniture) have. The aim is to determine whether these factors influence the psychological level (feeling of pleasantness, calmness, etc.) and the communicative experience received in stores. The quasi‐experimental methodology made it possible to study the impact of the independent variables (colors of the different components) on the dependent variables (psychological and communicative). For this purpose, two methods of measurement were constructed: a tool for the analysis of commercial establishments which allowed to establish patterns and a reception protocol capable of measuring both levels of influence of components and colors, by means of a reception test comprising of Level I (psychological) and Level II (communicative). This survey was applied to a total sample of 315 subjects. Overall, the study makes it possible to define which architectural components and colors stores should have in order to exert a certain perceptual influence on the subject. In general terms, this study reflects how the color of the different components of the space can influence the subject's primary perception of the establishment, with respect to the feeling of pleasantness, comfort, stimulation, calmness, security, spaciousness, formality, and warmth, as well as the perception of the quantity and quality of the information received and overall satisfaction and confidence.

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Asking your phone or a frontline employee? The influence of in‐store information source on choice overload, responsibility, and confidence among young consumers

Schaefers

Kessenbrock

Cziehso³

et al. 2023

Psychology and Marketing

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Consumers frequently use mobile phones in a store to search for external information as an alternative to consulting with frontline employees. Mobile phone usage is especially prevalent among young consumers. Drawing on qualitative study results and existing literature, we conceptualize the effects of different in-store information sources on choice overload, responsibility, and confidence among young consumers, as well as the moderating role of product category knowledge. A field experiment suggests that when knowledge is low, consulting with frontline employees (vs. mobile phone) leads to lower choice overload and, consequently, increases choice confidence. When knowledge is high, these beneficial effects are attenuated. At the same time, young consumers perceive greater choice responsibility when their phone is the information source; however, this does not influence choice confidence. This work contributes to extant literature by extending the knowledge of customer experience at the point of sale, the role of technology usage in in-store retailing, and the role of frontline employees as an information source. It also provides managerial implications for retailers by highlighting the importance of providing an opportunity for an in-person frontline employee interaction especially when customers have low product category knowledge.

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Augmented reality-delivered product information at the point of sale: when information controllability backfires

Cited by 24 publications

References 92 publications

Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda

Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda

Color at the point of sale: Psychological and communicative implications

Asking your phone or a frontline employee? The influence of in‐store information source on choice overload, responsibility, and confidence among young consumers

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