Augmenting the eye of the beholder
Hilken et al. (2016)
Conceptual framework
Unique property of AR-based service augmentaton is embedded in the simultaneous provision of:
Environmental embedding (EE): the visual integraton of virtual content into a person’s real-
world environment. This provides enhanced informaton about how an ofering relates to the
context in which customers use it;
Simulated physical control (SPC): the ability of AR to simulate physical control over an
ofering (moving,f rotatng).
Hypotheses development
Embodied acton becomes meaningful for customers only if it is embedded in their immediate
physical environment. Otherwise,f simulated physical control is less efectve.
Customers evaluate service experiences in terms of:
Utilitarian value: performance-related efectveness;
Hedonic value: experiental enjoyment provided in a service experience.
AR should promote an efectve,f enjoyable online service experience because the interacton of
environmental embedding and simulated physical control aligns with customers’ naturally embedded
and embodied way of processing informaton.
Hypothesis 1: simulated physical control and environmental embedding have a positve interacton
efect on customers’ utlitarian and hedonic value perceptons of the online service experience.
Spatial presence: a psychological state in which a person neglects the role of technology in an
experience.
The interacton of simulated physical control and environmental embedding provides opportunites
for the meaningful integraton of actons into the environment,f which in turn elicits a strong
sensaton of spatal presence for a person. Spatal presence intensifes media efects and can explain
the efect of AR-based service augmentaton on customer value perceptons of the online service
experience. Customers become convinced of the authentcity of the situated service experience and
feel that they are actually trying the product/service.
Hypothesis 2: the positve interacton efect of simulated physical control and environmental
embedding on customers’ utlitarian and hedonic value perceptons of the online service experience
is mediated by spatal presence.
There are two styles-of-processing:
Visualizers: prefer to process informaton through visual images;
Verbalizers: prefer semantc processing without forming images.
The efectveness of product visualiaaton depends on a customer’s style-of-processing. Adding
pictures to verbal descriptons of products has less efect on product evaluatons for visualiaers,f
because they already mentally form visual images of described products (pictures have litle
additonal informaton). However,f verbaliaers will use the visualiaaton experienced during spatal
presence (pictures do have additonal informaton).
Hypothesis 3: the positve relatonship between spatal presence and customers’ utlitarian and
hedonic value perceptons of the online service experience is stronger for verbaliaers than for
visualiaers.
Hilken et al. (2016)
Conceptual framework
Unique property of AR-based service augmentaton is embedded in the simultaneous provision of:
Environmental embedding (EE): the visual integraton of virtual content into a person’s real-
world environment. This provides enhanced informaton about how an ofering relates to the
context in which customers use it;
Simulated physical control (SPC): the ability of AR to simulate physical control over an
ofering (moving,f rotatng).
Hypotheses development
Embodied acton becomes meaningful for customers only if it is embedded in their immediate
physical environment. Otherwise,f simulated physical control is less efectve.
Customers evaluate service experiences in terms of:
Utilitarian value: performance-related efectveness;
Hedonic value: experiental enjoyment provided in a service experience.
AR should promote an efectve,f enjoyable online service experience because the interacton of
environmental embedding and simulated physical control aligns with customers’ naturally embedded
and embodied way of processing informaton.
Hypothesis 1: simulated physical control and environmental embedding have a positve interacton
efect on customers’ utlitarian and hedonic value perceptons of the online service experience.
Spatial presence: a psychological state in which a person neglects the role of technology in an
experience.
The interacton of simulated physical control and environmental embedding provides opportunites
for the meaningful integraton of actons into the environment,f which in turn elicits a strong
sensaton of spatal presence for a person. Spatal presence intensifes media efects and can explain
the efect of AR-based service augmentaton on customer value perceptons of the online service
experience. Customers become convinced of the authentcity of the situated service experience and
feel that they are actually trying the product/service.
Hypothesis 2: the positve interacton efect of simulated physical control and environmental
embedding on customers’ utlitarian and hedonic value perceptons of the online service experience
is mediated by spatal presence.
There are two styles-of-processing:
Visualizers: prefer to process informaton through visual images;
Verbalizers: prefer semantc processing without forming images.
The efectveness of product visualiaaton depends on a customer’s style-of-processing. Adding
pictures to verbal descriptons of products has less efect on product evaluatons for visualiaers,f
because they already mentally form visual images of described products (pictures have litle
additonal informaton). However,f verbaliaers will use the visualiaaton experienced during spatal
presence (pictures do have additonal informaton).
Hypothesis 3: the positve relatonship between spatal presence and customers’ utlitarian and
hedonic value perceptons of the online service experience is stronger for verbaliaers than for
visualiaers.
