Title

Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies

Document Type

Article

Source of Publication

Psychology and Marketing

Publication Date

5-25-2022

Abstract

Reality‐enhancing technologies such as augmented reality and virtual reality are rapidly becoming a part of everyday life. Seizing this moment, we set out a research agenda for studying the psychological mechanisms underpinning consumer experiences with these new technologies, structured around four application areas: (1) delivering innovative offerings, (2) supporting sustainability and consumer well‐being interventions, (3) balancing value cocreation and privacy concerns, and (4) achieving new modes and means of impact. For each area, we identify research directions that can guide the development and use of reality‐enhancing technologies for the realization of next‐generation consumer experiences. We explicitly balance potential advantages and disadvantages, thus encouraging researchers and practitioners to prioritize developing the “purpose” of these technologies, by focusing on the psychological mechanisms that underlie their use, over the technological development of their “pixels.” In this way, we guide the impactful development of reality‐enhancing technologies for applications with significance for consumers and firms.

ISSN

0742-6046

Publisher

Wiley

Disciplines

Business

Indexed in Scopus

no

Open Access

yes

Open Access Type

Green: A manuscript of this publication is openly available in a repository

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