JIM Whats mines a hologram noncorrected accepted version.pdf (1.22 MB)
What’s mine is a hologram? How shared Augmented Reality augments psychological ownership
journal contribution
posted on 2023-06-09, 17:50 authored by Amelia Carrozzi, Mathew Chylinski, Jonas Heller, Tim Hilken, Debbie KeelingDebbie Keeling, Ko de RuyterAugmented Reality (AR) holograms are 3D digital objects projected into a customer’s physical environment through mobile technology. Applied as potential substitutes to physical products, AR holograms pose a unique challenge for conventional configurations of product ownership. Taking a socially situated cognition perspective, we demonstrate how customers’ shared experience of AR holograms leads to distinct perspectives on psychological ownership. In Study 1, we demonstrate how customisation of AR holograms lets customers feel psychological ownership of digital products. In Study 2, we highlight the mechanisms of social adaptation related to assimilation and differentiation that drive the relationship between customisation and psychological ownership of AR holograms in social settings. In Study 3, we illustrate how these mechanisms are influenced by the affordances of AR technology when customers switch between personal or shared devices. We discuss implications for theory and marketing practice of this potentially novel class of digital consumer products.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Interactive MarketingISSN
1094-9968Publisher
ElsevierExternal DOI
Volume
48Page range
71-88Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2019-06-06First Open Access (FOA) Date
2020-07-31First Compliant Deposit (FCD) Date
2019-05-16Usage metrics
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