When Reality Backfires: Product Evaluation Context and the Effectiveness of Augmented Reality in E-Commerce

sojung July 25, 2023 Project A05, Project area A, Publications

Authors:

Alexander Pfaff (LMU Munich)
Martin Spann (LMU Munich)

Published 2023 in:

Psychology & Marketing 40

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When Reality Backfires: Product Evaluation Context and the Effectiveness of Augmented Reality in E-Commerce