From tablet to table: How augmented reality influences food desirability

Augmented reality (AR) technology has generated enormous industry investment and buzz, with the food and beverage sector quickly embracing this technology in an effort to enhance the customer experience. However, academic research has only just begun to empirically explore how and why this technolog...

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Veröffentlicht in:	Journal of the Academy of Marketing Science 2023-05, Vol.51 (3), p.503-529
Hauptverfasser:	Fritz, William, Hadi, Rhonda, Stephen, Andrew
Format:	Artikel
Sprache:	eng
Schlagworte:	Augmented reality Business and Management Cameras Consumer behavior Consumers Decision making Food Influence Laboratories Marketing Original Empirical Research Purchase intention Simulation Smartphones Social Sciences Virtual reality
Online-Zugang:	Volltext
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