Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits

This paper examines the effectiveness of AR ads vs. traditional ones, differentiating the effects of two types of AR advertisements (ARH and QRH), and the moderating effects of three personality traits on consumer evaluation of ARA. A sample of 173 individuals was exposed to either traditional or AR advertising (ARH or QRH). Results showed the superiority of AR ads over traditional ones in terms of ad reception, brand attitude and purchase...