Tìm kiếm

Tiêu chí lọc:

Tiêu chí lọc:

Tác giả

Chủ đề

Năm xuất bản

Toàn văn

Kết quả tìm kiếm

Hiện thị kết quả từ 1 đến 1 của 1
  • <<
  • 1
  • >>
    • From tablet to table: How augmented reality influences food desirability
    Tác giả : William, Fritz; Rhonda, Hadi; Andrew, Stephen;  Người hướng dẫn: -;  Đồng tác giả: - (2023)

    Augmented reality (AR) technology has generated enormous industry investment and buzz, with the food and beverage sector quickly embracing this technology in an effort to enhance the customer experience. However, academic research has only just begun to empirically explore how and why this technology might influence consumer judgements and behaviors in such contexts. Across two field studies involving consequential behavior and two controlled laboratory studies, we find that AR’s unique ability to visually superimpose objects onto a real-time environment increases consumers’ ability to mentally simulate consuming a pictured food, which in turn increases their desire and purchase likelihood of the food item. Further, we find the increased mental simulation produced by AR is itself pr...