Bridging the digital and physical: The psychology of augmented reality.

By blurring the boundaries between digital and physical realities, Augmented Reality (AR) is transforming consumers' perceptions of themselves and their environments. This review demonstrates AR's capacity to influence psychology and behavior in profound ways. We begin by providing a concise introduction to AR, considering its technical, practical, and theoretical properties. Next, we showcase a multi-disciplinary set of recent studies that explore AR's impact on psychological processes and behavioral outcomes. We conclude by offering a selection of potential future research directions designed to deepen our understanding of the psychological and behavioral implications of AR experiences.

From tablet to table: How augmented reality influences food desirability.

Augmented reality (AR) technology has generated enormous industry investment and buzz, with the food and beverage sector quickly embracing this technology in an effort to enhance the customer experience. However, academic research has only just begun to empirically explore how and why this technology might influence consumer judgements and behaviors in such contexts. Across two field studies involving consequential behavior and two controlled laboratory studies, we find that AR's unique ability to visually superimpose objects onto a real-time environment increases consumers' ability to mentally simulate consuming a pictured food, which in turn increases their desire and purchase likelihood of the food item. Further, we find the increased mental simulation produced by AR is itself preceded and driven by an increased sense of personal relevance of the food items. Supplementary Information: The online version contains supplementary material available at 10.1007/s11747-022-00919-x.

The future of social media in marketing.

Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

Data from the Human Penguin Project, a cross-national dataset testing social thermoregulation principles.

In the Human Penguin Project (N = 1755), 15 research groups from 12 countries collected body temperature, demographic variables, social network indices, seven widely-used psychological scales and two newly developed questionnaires (the Social Thermoregulation and Risk Avoidance Questionnaire (STRAQ-1) and the Kama Muta Frequency Scale (KAMF)). They were collected to investigate the relationship between environmental factors (e.g., geographical, climate etc.) and human behaviors, which is a long-standing inquiry in the scientific community. More specifically, the present project was designed to test principles surrounding the idea of social thermoregulation, which posits that social networks help people to regulate their core body temperature. The results showed that all scales in the current project have sufficient to good psychometrical properties. Unlike previous crowdsourced projects, this dataset includes not only the cleaned raw data but also all the validation of questionnaires in 9 different languages, thus providing a valuable resource for psychological scientists who are interested in cross-national, environment-human interaction studies.

I take therefore I choose? The impact of active vs. passive acquisition on food consumption.

This research investigates the consequences of physically taking (actively acquiring) vs. receiving (passively acquiring) food items. Specifically, we demonstrate that the act of physically taking food can generate a false impression of choice, an effect we term "embodied illusion of choice." Across two studies, we document the mediating effect of this embodied illusion of choice on food evaluation and actual consumption, and show that these effects are moderated by an individual's need-for-control.