Extant research on choice designs in marketing focuses on the construction of efficient homogeneous designs where all respondents get the same design. Sandor and Wedel (2005) were the first to propose the construction of efficient heterogeneous designs where different respondents or groups of...

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this...