Date of Award
Master of Science
Greenlee School of Journalism and Communication
Journalism and Mass Communication
Andy J. King
Augmented reality (AR) is a technological innovation that offers interactive experiences that can be integrated into promotional material such as advertisements. AR allows the blend of real-world and digital elements in real time, creating an augmented environment. This study examines the aspects in which AR influences information processing and persuasion when used in advertisements. An experiment was utilized to assess the relationship between modality-interactivity, perceptual bandwidth variables (user engagement, cognitive absorption, perceived vividness, and perceived coolness) and attitudes. The experiment revealed that the presence of AR in an advertisement did not elicit positive attitudes toward the brand itself, but it did have an effect on consumers’ attitudes toward the promotional material. The findings regarding the effects of AR on the perceptual bandwidth variables showed that AR only influenced perceived coolness. Additional analysis suggested perceived coolness fully mediated the effect of AR on attitudes toward promotional material. Taken together, the findings showed mixed support for the TIME framework.
Ana Cristina Ramírez
Ramírez, Ana Cristina, "Augmented reality effects on consumer processing of advertisements: Testing the theory of interactive media effects" (2019). Graduate Theses and Dissertations. 17546.
Available for download on Wednesday, June 02, 2021