Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next-generation experiences with reality-enhancing technologies

Reality-enhancing technologies such as augmented reality and virtual reality are rapidly becoming a part of everyday life. Seizing this moment, we set out a research agenda for studying the psychological mechanisms underpinning consumer experiences with these new technologies, structured around four application areas: (1) delivering innovative offerings, (2) supporting sustainability and consumer well-being interventions, (3) balancing value cocreation and privacy concerns, and (4) achieving new modes and means of impact. For each area, we identify research directions that can guide the development and use of reality-enhancing technologies for the realization of next-generation consumer experiences. We explicitly balance potential advantages and disadvantages, thus encouraging researchers and practitioners to prioritize developing the purpose of these technologies, by focusing on the psychological mechanisms that underlie their use, over the technological development of their pixels. In this way, we guide the impactful development of reality-enhancing technologies for applications with significance for consumers and firms.

Automated summary

The article discusses a research agenda for studying the psychological mechanisms underlying consumer experiences with reality-enhancing technologies. It identifies research directions in four application areas and emphasizes the importance of balancing potential advantages and disadvantages to guide impactful technological development.