Hoffmann, Stefan; Joerß, Tom; Mai, Robert; Akbar, Payam - In: Journal of the Academy of Marketing Science 50 (2022) 4, pp. 743-776
Augmented reality-delivered product information (ARPI) can overcome the limited space at the point of sale to inform shoppers on demand and will therefore become more widespread in brick-and-mortar stores. To fill the void of academic research, this paper develops a model of how consumers...
