The Impact of Augmented Reality Applications on Consumer Search and Evaluation Behavior

Federica Cehovin & Bernice Ruban

Student thesis: Master thesis


A rising number of marketers are considering using augmented reality for marketing purposes. Past research has indicated that mobile augmented reality does influence consumer behavior and responses. However, little is known about how the use of this medium affects consumer decision- making. The aim of this paper is to reveal how mobile augmented reality impacts the search and evaluation behavior of consumers in the consumer decision-making process. For this purpose, we focus on how the three media characteristics of augmented reality, augmentation, interactivity and registration, impact the emotional and cognitive dimension of the consumer’s experience during search and evaluation. An empirical study combining an observational experiment and an interview was conducted, examining two augmented reality applications: the L’Oréal Genius Makeup app and the IKEA Catalog app. Results indicate that augmentation and interactivity do positively influence both the emotional and cognitive dimension of the experience, while the lack of registration negatively affects search and evaluation. Further, novelty and technological quality of the app were also found to play an essential role in shaping the consumer experience. Finally, implications for academic research and managerial decision-making are examined.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2017
Number of pages222