Extending reality: Uses, processes, and persuasive effects of augmented reality apps

Augmented Reality (AR) technology superimposes virtual objects upon the physical world via mobile or web applications (“apps”), digital screens, or wearable devices. Over the last decade, AR technology has shown a tremendous increase in investments by big tech companies. Due to its unique features, AR apps could bring about experiences that are contextually relevant, personalized, and more direct than non-AR experiences. AR shows potential to enrich existing digital media, and could lead to increased persuasion. Therefore, this dissertation investigated 1) the prevalence, user characteristics, and gratifications of AR apps, 2) the persuasive effects of AR apps and its underlying processes, and 3) the effects of type of AR device on user experiences. This dissertation shows that the use of AR apps intensifies persuasive effects (app responses, brand responses) when compared to digital, non-AR equivalents. In doing so, this dissertation adds to the theoretical explanations of why AR apps and devices are able to induce stronger (positive and negative) persuasive effects than non-AR apps. Moreover, this dissertation shows which factors drive the usage of AR apps, both in terms of the user characteristics predicting AR app use, as well as the gratifications obtained from AR app use. The prevalence of AR app use (about a quarter among a representative sample) signals that AR apps are entering the mainstream and validates future research in this area. Altogether, the findings of this dissertation provide a comprehensive overview and contribute to our understanding of the AR app user landscape