About this document
1 s2.0 S0268401223001251 Main by mahipothukuchi0906 is a document available to read on EtoBox.
This research article investigates the effects of augmented reality (AR) product presentations on consumer cognition, perceived cognitive load, and sales, particularly focusing on technology products. The study finds that AR significantly enhances perceived product diagnosticity compared to traditional 2D presentations, leading to increased sales for technology items. Additionally, while AR improves consumer learning and engagement, it may also contribute to a higher perceived cognitive load.
- Author
- mahipothukuchi0906
- Language
- EN