Seeing eye to eye: social augmented reality and shared decision making in the marketplace

Firms increasingly seek to improve the online shopping experience by enabling customers to exchange product recommendations through social augmented reality (AR). We utilize socially situated cognition theory and conduct a series of five studies to explore how social AR supports shared decision making in recommender–decision maker dyads. We demonstrate that optimal configurations of social AR, that is, a static (vs. dynamic) point-of-view...