When reality backfires : product evaluation context and the effectiveness of augmented reality in e-commerce
Year of publication: |
2023
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Authors: | Pfaff, Alexander ; Spann, Martin |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 11, p. 2413-2427
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Subject: | augmented reality | field study | perceptual salience | processing fluency | product design uniqueness | product evaluation context | product quality | Produktgestaltung | Product design | Konsumentenverhalten | Consumer behaviour | Produktqualität | Product quality | Markenimage | Brand image | Virtuelle Realität | Virtual reality |
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