Users' Emotional Responses and Behavioural Intentions to Augmented Reality Ad Content Designs


  • Ran Liu
  • Erni Marlina Saari



Augmented reality, Advertising communication, Emotional response, Behavioural intention, Immersive experience, Interaction design.


This article specifically examines the emotional implications of using augmented reality (AR) technology in advertising. It primarily focuses on how users' emotional reactions and subsequent actions are influenced by the design of AR advertisements. The text examines the multifaceted impact of emotion in commercial communication, encompassing diverse areas such as political advertising and online advertising that employs hilarious storytelling. The study subsequently examines the impact of emotional components of augmented reality (AR) advertisements on users, emphasizing the crucial roles played by immersive and interactive experiences, creative design, user engagement, and other aspects in guiding emotions and shaping behavioral intentions. Ultimately, the utilization of augmented reality (AR) technology is showcased in the domains of electronic commerce, internet-based food delivery, and educational gaming. In order to gain a comprehensive understanding of emotion in AR advertising, it is necessary to conduct thorough study on the particular application and implementation methods. Additionally, it is important to examine how technological, cultural, and societal factors impact user responses. This paper seeks to analyze and combine existing studies in order to uncover the potential of emotional applications in augmented reality (AR) marketing. Additionally, it attempts to offer guidelines for future research and practical implementation.


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How to Cite

Users’ Emotional Responses and Behavioural Intentions to Augmented Reality Ad Content Designs. (2024). Academic Journal of Science and Technology, 9(1), 254-257.

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