Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2022 Annual

Context Matters – Even in Virtuality: Perception of Object Proximity and Ownership in Augmented Reality

Published: May 24, 2022


David Finken, University of Lucerne; Reto Hofstetter, University of Lucerne; Aradhna Krishna, University of Michigan; Florian von Wangenheim, ETH Zürich


Consumers increasingly encounter Augmented Reality (AR). We investigate when and why AR product presentation influences product preferences. Drawing on Construal-Level Theory (CLT) and Context-Effect Theory (CET), we show that AR product presentation heightens product preferences (e.g., willingness to pay). Conceptually, this is because consumers feel more proximity to a product after inspecting it virtually in AR. Importantly, and as is inherent to AR, we discover that context matters in virtuality for contextual products: An incongruent contextual embedding attenuates our findings: AR only increases proximity, and subsequently, product preferences in congruent usage contexts, which we explain as a result of AR’s reciprocal alignment of reality and virtuality. Six studies (Ntotal>3’000; two pre-registered) provide evidence for our expectations. Our findings also imply downstream consequences: Firms are well-advised to encourage consumers to use AR, specifically in a contextual embedding congruent to products.