Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising. Augmented reality ads are immersive, interactive, and lifelike, which means they may help companies create an emotional connection with their customers. The authors test if customers would respond in terms of emotional and affective intensity differently to augmented reality versus standard paper-based advertising. The results of two laboratory studies that consider physiological measures of arousal (galvanic skin response), self-reported measure of affect intensity and willingness to pay show that the higher willingness to pay for customers exposed to augmented reality as opposed to standard paper-based ads is driven by the physiological arousal, but not by the self-reported affect intensity and that processing fluency possibly underlies consumer’s enhanced emotional responses toward AR. These results suggest that replacing traditional advertisements with augmented reality advertisements enhances customer physiological responses and willingness to pay, with possible implications on customer segmentation and marketing communication.

尽管增强现实在广告中的应用越来越多，但对于客户如何响应其与增强现实广告的互动以及与标准纸质广告的区别，人们的了解仍然有限。增强现实广告具有身临其境，互动且逼真的感觉，这意味着它们可以帮助公司与客户建立情感联系。作者测试了客户在情感和情感强度方面对增强现实与标准纸质广告的反应是否不同。两项实验室研究的结果，这些研究考虑了唤醒的生理指标（皮肤电反应），自我报告的影响强度和支付意愿的度量表明，与标准纸质广告相比，增强现实环境下的客户较高的支付意愿是由生理唤起的，而不是由自我报告的影响强度和处理流畅性可能是消费者增强对AR的情感反应的基础。这些结果表明，用增强现实广告代替传统广告可以增强客户的生理反应和支付意愿，这可能对客户细分和营销传播产生影响。