Degree Type

Thesis

Date of Award

2019

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

Major

Journalism and Mass Communication

First Advisor

Andy J. King

Abstract

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.

Copyright Owner

Ana Cristina Ramírez

Language

en

File Format

application/pdf

File Size

59 pages

Available for download on Wednesday, June 02, 2021

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