JR Touching the untouchable Keeling Oct 2019.pdf (453.06 kB)
Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing
journal contribution
posted on 2023-06-09, 19:31 authored by Jonas Heller, Mathew Chylinski, Ko de Ruyter, Dominik Mahr, Debbie KeelingDebbie KeelingMental 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 RetailingISSN
0022-4359Publisher
ElsevierExternal DOI
Issue
4Volume
95Page range
219-234Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2019-11-04First Open Access (FOA) Date
2021-12-08First Compliant Deposit (FCD) Date
2019-11-01Usage metrics
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