Jonas Heller
University of New South Wales
CreativityAdvertisingSituatedProduct (category theory)Conceptual frameworkSociologyBusinessAugmented realityPsychologyMarketingAffordanceEnablingConsumer behaviourOriginalityContext (language use)Mental imageComputer scienceProcess (engineering)Product (business)MultimediaKnowledge managementSituated cognition
20Publications
8H-index
222Citations
Publications 19
Newest
#1Tim Hilken (UM: Maastricht University)H-Index: 7
#2Mathew Chylinski (UNSW: University of New South Wales)H-Index: 11
Last. Dominik Mahr (UM: Maastricht University)H-Index: 19
view all 6 authors...
Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential retailers align online and offline experiences, guidance on choosing or combining these technologies is lacking. In three experiments, we address this research gap by investigating the individual and combined impact of AR and VR on key marketing objectives. First, we establish that AR is more effective in stimulating purchase intentions than VR, due to its ability to support customers in fluent product-fo...
Source
#1Jonas Heller (UNSW: University of New South Wales)H-Index: 8
#2Mathew Chylinski (UNSW: University of New South Wales)H-Index: 11
Last. Dominik Mahr (UM: Maastricht University)H-Index: 19
view all 6 authors...
The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats. However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore tend to focus on the ...
9 CitationsSource
#1Lutz Lammerding (UM: Maastricht University)
#2Tim Hilken (UM: Maastricht University)H-Index: 7
Last. Jonas Heller (UM: Maastricht University)H-Index: 8
view all 4 authors...
Source
#1Mathew Chylinski (UNSW: University of New South Wales)H-Index: 11
#3Tim Hilken (UM: Maastricht University)H-Index: 7
Last. Ko de Ruyter (UNSW: University of New South Wales)H-Index: 57
view all 6 authors...
Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facin...
25 CitationsSource
#1Alexander Jessen (UM: Maastricht University)H-Index: 1
#2Tim Hilken (UM: Maastricht University)H-Index: 7
Last. Ko de Ruyter (University of Cambridge)H-Index: 57
view all 7 authors...
Abstract Across various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an emerging body of research on the use of AR in the early stages of customers’ purchase journeys. Extending previous research, we propose that AR enables a unique form of customer creativity that is distinct from prior conceptualizations of creativity through its association with customer engagement. Specifically, we propose a sequential process of cr...
18 CitationsSource
#1Ko de Ruyter (UNSW: University of New South Wales)H-Index: 57
#2Jonas Heller (UM: Maastricht University)H-Index: 8
Last. Dominik Mahr (UM: Maastricht University)H-Index: 19
view all 6 authors...
This position paper on Augmented Reality (AR) advertising offers a conceptual framework of recent scholarship on the intersection between AR technologies, advertising and marketing metrics. The framework identifies theory-based building blocks for this domain alongside relevant recent examples. It proposes a conceptual case for contextualisation of advertising content through AR technology. Following the theory-building blocks, an agenda for future research in AR advertising is specified, incorp...
10 CitationsSource
#1Jonas HellerH-Index: 8
#1Jonas Heller (UNSW: University of New South Wales)H-Index: 8
#2Mathew Chylinski (UNSW: University of New South Wales)H-Index: 11
Last. Debbie Isobel Keeling (University of Sussex)H-Index: 17
view all 5 authors...
Abstract Mental intangibility during product evaluation remains one of the greatest drawbacks for online purchasing. However, emerging multi-sensory Augmented Reality (m-AR) applications offer a potential solution for this online retailing problem. Drawing on active inference theory, this article proposes a conceptual framework to assess how sensory control and feedback modalities affect consumer value judgements by reducing mental intangibility. We show how touch control, compared to voice cont...
31 CitationsSource
#1Amelia Carrozzi (UNSW: University of New South Wales)H-Index: 1
#2Mathew Chylinski (UNSW: University of New South Wales)H-Index: 11
Last. Ko de Ruyter ('KCL': King's College London)H-Index: 57
view all 6 authors...
Abstract Augmented Reality (AR) holograms are 3D digital objects projected into a customer's physical environment through mobile technology. Applied as potential substitutes to physical products, AR holograms pose a unique challenge for conventional configurations of product ownership. Taking a socially situated cognition perspective, we demonstrate how customers' shared experience of AR holograms leads to distinct perspectives on psychological ownership. In Study 1, we demonstrate how customiza...
25 CitationsSource
#1Patrick van Esch (USYD: University of Sydney)H-Index: 11
#2Jonas Heller (UNSW: University of New South Wales)H-Index: 8
Last. Gavin Northey (University of Auckland)H-Index: 11
view all 3 authors...
Abstract Product packaging plays a significant role in the interactions between manufacturers, retailers, and consumers. Marketers manipulate the exterior of the packaging to influence consumer expectations, experiences, and behaviors. Yet there has been limited, if any, research on the effects of inner packaging color (IPC) on post-purchase, pre-consumption behaviors. Study 1 explored interaction effects between IPC (white vs. red vs. blue) and health consciousness (HC) on the desirability of f...
14 CitationsSource