From tablet to table: How augmented reality influences food desirability
CC BY
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2023
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| Truy cập trực tuyến: | https://link.springer.com/article/10.1007/s11747-022-00919-x https://dlib.phenikaa-uni.edu.vn/handle/PNK/7865 |
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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 |
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8.887836 |