Augmented retail reality : situated cognition for healthy food choices

Mathew Chylinski, Ko de Ruyter, Ashish Sinha, Gavin Northey

    Research output: Chapter in Book / Conference PaperConference Paperpeer-review

    Abstract

    ![CDATA[The emerging Augmented Reality (AR) technology, defined as the virtual overlay of the physical world aided by the proliferation of portable computing devices (such as the smartphone), transforms consumer behaviour in traditional retail settings. With the right application, consumers gain the unique ability to virtually manipulate the choice set in physical retail environments. We look at the cognitive processing of Augmented Reality information in terms of situated cognition. We demonstrate that choice restriction via the AR significantly affects consumer decisions in the context of healthy food choices and the effect is strengthened through priming situated cognition. We discuss implications for consumers and retailers.]]
    Original languageEnglish
    Title of host publicationProceedings of ANZMAC Annual Conference 2014: Agents of Change, 1-3 December 2014, Brisbane, Australia
    PublisherANZMAC
    Pages1092-1097
    Number of pages6
    Publication statusPublished - 2014
    EventAustralian & New Zealand Marketing Academy. Conference -
    Duration: 1 Dec 2014 → …

    Publication series

    Name
    ISSN (Print)1447-3275

    Conference

    ConferenceAustralian & New Zealand Marketing Academy. Conference
    Period1/12/14 → …

    Keywords

    • augmented reality
    • retail trade
    • consumers
    • decision making
    • cognition

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