Consumer Behavior in Augmented Reality. Research Landscape and Future Research

Augmented Reality (AR) integrates virtual content into consumers’ perceptions of the real world. By creating an immersive and engaging experience for customers, AR has received increased attention in marketing research and practice and becomes even more relevant due to the current Metaverse trend. However, to unlock the full potential of consumer AR, among others in the context of customer centricity, knowledge of AR experiences needs to be enhanced. This article addresses this issue by contrasting different definitions of AR from various research streams, comparing AR to other exciting media formats and depicting its unique possibilities. Further, an overview of the challenges on consumer behavior in AR that need to be addressed is provided—as AR is a fundamentally different concept from what is found in other media formats, new variables and challenges arise.