When reality backfires: Product evaluation context and the effectiveness of augmented reality in e‐commerce
Year of publication: |
2023
|
---|---|
Authors: | Pfaff, Alexander ; Spann, Martin |
Published in: |
Psychology & Marketing. - Hoboken, NJ : Wiley, ISSN 1520-6793. - Vol. 40.2023, 11, p. 2413-2427
|
Publisher: |
Hoboken, NJ : Wiley |
Subject: | augmented reality | field study | perceptual salience | processing fluency | product design uniqueness | product evaluation context | product quality |
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