The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective
As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product present...
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| Language: | English |
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MDPI AG
2024-11-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/4/146 |
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| author | Liying Zhou Limin Niu Taiyang Zhao |
| author_facet | Liying Zhou Limin Niu Taiyang Zhao |
| author_sort | Liying Zhou |
| collection | DOAJ |
| description | As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR’s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR’s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios. |
| format | Article |
| id | doaj-art-8435094cba7d47a8b7069ecee159fc1c |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-8435094cba7d47a8b7069ecee159fc1c2024-12-27T14:34:28ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-11-011943035305010.3390/jtaer19040146The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition PerspectiveLiying Zhou0Limin Niu1Taiyang Zhao2School of Business Administration, Guizhou University of Finance and Economics, Guiyang 550031, ChinaSchool of Business Administration, Guizhou University of Finance and Economics, Guiyang 550031, ChinaSchool of Philosophy and Sociology, Jilin University, Changchun 130012, ChinaAs augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR’s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR’s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios.https://www.mdpi.com/0718-1876/19/4/146augmented realityembodied cognitionproduct presentation strategiesbrand recall |
| spellingShingle | Liying Zhou Limin Niu Taiyang Zhao The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective Journal of Theoretical and Applied Electronic Commerce Research augmented reality embodied cognition product presentation strategies brand recall |
| title | The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective |
| title_full | The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective |
| title_fullStr | The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective |
| title_full_unstemmed | The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective |
| title_short | The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective |
| title_sort | differential effects of augmented reality and product presentation strategies on brand recall an embodied cognition perspective |
| topic | augmented reality embodied cognition product presentation strategies brand recall |
| url | https://www.mdpi.com/0718-1876/19/4/146 |
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