Consumers’ Attitudes Towards Augmented Reality Advertising as Compared to Traditional Media Advertising

Document Type : Original Article

Author

Advertising and PR, Faculty of Mass Communication, Modern Sciences and Arts University (MSA), Giza, Egypt

Abstract

The introduction of WEB 2.0 brought about an influx of new media, among which is the Augmented Reality. Augmented Reality (AR) is a way of viewing real-world environment live either directly or indirectly through means of computer-generated sensory input. In the field of advertising, (AR) enhances the audience’s experience towards the product. It can be considered a competitive advantage or value-added due to the ease and comfort that the consumer receives. This paper explores the attitudes of consumers towards (AR) advertising versus the traditional advertising within the implications of Katz Functional Theory of attitudes. The four attitude functions proposed by Katz act as a framework for the investigation of consumers’ attitudes towards such technology using a pretest-posttest Quasi Experiment based on one-group design of 60 participants. Results show a statistical significance between the pretest and posttest in knowledge, value-expressive, and utilitarian functions, and show no significance in the ego-defensive function.   

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References

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