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Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing

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posted on 2023-06-09, 19:31 authored by Jonas Heller, Mathew Chylinski, Ko de Ruyter, Dominik Mahr, Debbie KeelingDebbie Keeling
Mental intangibility during product evaluation remains one of the greatest drawbacks for online purchasing. However, emerging multi-sensory Augmented Reality (m-AR) applications offer a potential solution for this online retailing problem. Drawing on active inference theory, this article proposes a conceptual framework to assess how sensory control and feedback modalities affect consumer value judgements by reducing mental intangibility. We show how touch control, compared to voice control, positively affects consumers’ willingness-to-pay. The underlying mechanism is a sequential process of reduced mental intangibility and increased feeling of decision comfort. In addition, we highlight a positive moderating effect of congruent auditory feedback on decision comfort. We also demonstrate a novel consumer boundary condition. Consumers high in assessment orientation experience a stronger reduction in mental intangibility. The results are consistently replicated across three experiments implying theoretical and managerial contributions for m-AR in the context of online retailing.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Journal of Retailing

ISSN

0022-4359

Publisher

Elsevier

Issue

4

Volume

95

Page range

219-234

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2019-11-04

First Open Access (FOA) Date

2021-12-08

First Compliant Deposit (FCD) Date

2019-11-01

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