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“Reality is in the air” : concept of perceived augmentation and exploration of its impact on consumer experience

Javornik, Ana ; Mandelli, Andreina (Dir.) ; Snehota, Ivan (Codir.)

Thèse de doctorat : Università della Svizzera italiana, 2016 ; 2016COM006.

Augmented reality (AR) technology is becoming increasingly used in marketing as a tool for enhancing consumer experience. Developed and defined in the fields of computer science and human-computer interaction, AR technology simulates an overlay of virtual annotations in the physical environment and interacts with it in real- time (Azuma et al., 2001). Some popular examples of AR include...