Consumers’ Emotional Response to the Use of Augmented Reality (AR): An Exploratory Study

Most of the empirical studies on augmented reality (AR) in marketing have focused primarily on the cognitive perspective. Considering only a handful of research on AR in consumer behaviour include emotion variables, this paper aims at exploring consumers’ acceptance toward AR application by identifying emotions associated with the use of AR application. A multi-method design is selected for the study in order to gain rich insights. From the focus group interviews, consumers’ emotions associated with AR application are explored. Emotions, attitude, desire and intention related themes are identified. Based on these themes and participants’ socio-psychological characteristics obtained using a structured format during the focus group, a set of propositions related to consumers’ acceptance towards AR application are presented. A conceptual framework for empirical validation is proposed for a subsequent study.