Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing

Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, there is a lack of work explaining from the ground up why this is the case. Consequently, we applied means-end chain theory to identify specific AR-features (e.g., contextualization, interactivity, portability) that drive benefits (e.g., inspiration, better decision-making, time savings, risk reduction). These benefits contribute to consumers’ goal achievement (e.g., self-confidence, self-expression, reduced purchase regret). A subsequent study organized these factors into a practical framework (SEAD and SALES). This study contributes to a better understanding of AR.