The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

Abstract Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with advertising and it differs from a standard paper-based advertising. Augmented ads are immersive, interactive, lifelike, which means they may help companies create an emotional connection customers. The authors test if would terms affective intensity differently versus results two laboratory studies that consider physiological measures arousal (galvanic skin response), self-reported measure affect willingness pay show higher for exposed as opposed driven by arousal, but not processing fluency possibly underlies consumer’s enhanced responses toward AR. These suggest replacing traditional advertisements enhances customer pay, possible implications on segmentation marketing communication.