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From tablet to table: How augmented reality influences food desirability

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Bibliographic Details
Main Authors: William, Fritz, Rhonda, Hadi, Andrew, Stephen
Format: Book
Language:English
Published: Springer 2023
Subjects:
Augmented reality
enormous industry investment and buzz
Online Access:https://link.springer.com/article/10.1007/s11747-022-00919-x
https://dlib.phenikaa-uni.edu.vn/handle/PNK/7865
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spelling oai:localhost:PNK-78652023-04-13T02:21:20Z From tablet to table: How augmented reality influences food desirability William, Fritz Rhonda, Hadi Andrew, Stephen Augmented reality enormous industry investment and buzz CC BY 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 preceded and driven by an increased sense of personal relevance of the food items. 2023-04-13T02:21:20Z 2023-04-13T02:21:20Z 2023 Book https://link.springer.com/article/10.1007/s11747-022-00919-x https://dlib.phenikaa-uni.edu.vn/handle/PNK/7865 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic Augmented reality
enormous industry investment and buzz
spellingShingle Augmented reality
enormous industry investment and buzz
William, Fritz
Rhonda, Hadi
Andrew, Stephen
From tablet to table: How augmented reality influences food desirability
description CC BY
format Book
author William, Fritz
Rhonda, Hadi
Andrew, Stephen
author_facet William, Fritz
Rhonda, Hadi
Andrew, Stephen
author_sort William, Fritz
title From tablet to table: How augmented reality influences food desirability
title_short From tablet to table: How augmented reality influences food desirability
title_full From tablet to table: How augmented reality influences food desirability
title_fullStr From tablet to table: How augmented reality influences food desirability
title_full_unstemmed From tablet to table: How augmented reality influences food desirability
title_sort from tablet to table: how augmented reality influences food desirability
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s11747-022-00919-x
https://dlib.phenikaa-uni.edu.vn/handle/PNK/7865
_version_ 1763090279889371136
score 8.889492

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