The playground effect: how augmented reality drives creative customer engagement

Jessen, Alexander, Hilken, Tim, Chylinski, Mathew, Mahr, Dominik, Heller, Jonas, Keeling, Debbie Isobel and de Ruyter, Ko (2020) The playground effect: how augmented reality drives creative customer engagement. Journal of Business Research, 116. pp. 85-98. ISSN 0148-2963

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Across various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an emerging body of research on the use of AR in the early stages of customers’ purchase journeys. Extending previous research, we propose that AR enables a unique form of customer creativity that is distinct from prior conceptualizations of creativity through its association with customer engagement. Specifically, we propose a sequential process of creative customer engagement, in which AR-enabled customer creativity stems from heightened customer engagement and, in turn, offers a source of intrinsic satisfaction for customers. In an experiment with a customer-facing AR application, we empirically demonstrate this sequential mediation process connecting the use of AR with customer engagement, customer creativity, and anticipated satisfaction. We also identify an important boundary condition based on a customer’s assessment orientation, suggesting a novel behavioral effect in the context of regulatory mode theory.

Item Type: Article
Keywords: Augmented Reality, Customer Creativity, Customer Engagement, Purchase Journey, Regulatory Mode
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 05 May 2020 07:54
Last Modified: 18 Jun 2020 14:30

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