Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

Purpose The purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing. Design/methodology/approach A quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate...