Abstract:
The emerging Augmented Reality (AR) technology, defined as the virtual overlay of the physical world aided by the proliferation of portable computing devices (such as the smartphone), transforms consumer behaviour in traditional retail settings. With the right application, consumers gain the unique ability to virtually manipulate the choice set in physical retail environments. We look at the cognitive processing of Augmented Reality information in terms of situated cognition. We demonstrate that choice restriction via the AR significantly affects consumer decisions in the context of healthy food choices and the effect is strengthened through priming situated cognition. We discuss implications for consumers and retailers.
