Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can...

Research indicates that in general, curiosity leads to more intense processing of an advertisement, which might result in a more skeptical response toward a persuasive message. However, we propose the opposite and argue that a process of evoking curiosity toward a stimulus in the first step...

Consumers with a high autotelic need for touch tend to experience deprivation because they cannot touch products while shopping online. Augmented reality (AR) in retail allows consumers to explore products virtually as if they were present in the physical environment, except the fact that they...