Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing

According to recent research in augmented reality (AR) marketing, AR-based product presentations have the potential create extraordinary shopping experiences across customer journey. However, mechanisms that drive key marketing metrics, such as brand evaluations or purchase intentions, are yet be thoroughly understood. Drawing on Affect-as-Information Theory, this study placed affective responses, customers' enjoyment and inspiration, at center of decision-making conducted two online experiments empirically investigate (1) differences intensity responses between AR non-AR, (2) interplay cognitive shaping behavioral outcomes, (3) moderating role customer-specific factors (customers' familiarity knowledge) responses. results, although increase word-of-mouth intentions directly well indirectly through product/brand attitudes, does not per se guarantee more positive responses; rather, they depend technical implementation features expertise, among others.