CCSC Seminar with Jennifer Barhorst (College of Charleston)

Transcending Reality through Augmented Reality – Eliciting Positive Brand Outcomes in Consumers’ Worlds

Abstract

This talk explores aspects of augmented reality (AR) brand experiences (ARBEs) that can elicit positive outcomes in consumers’ physical, digital, and cognitive worlds.  From a physical-world perspective, ARBEs are being utilised to transform in-store service experiences through packaging. Dr. Barhorst will share research findings from studies where key aspects including anthropomorphism, flow, authenticity, enjoyment, information processing, and learning are important to positive brand outcomes with the use of ARBEs. With regard to consumers’ digital worlds, flow, novelty, interactivity, and presence will be outlined as integral to ARBEs’ design and consumer engagement. Finally, the discussion will focus on new research on consumers’ cognitive worlds and the use of AR to elicit mental time travel experiences (MTTEs) and foster consumer well-being.  The talk concludes with practical implications for marketers and researchers, highlighting strategies to optimise ARBEs for maximum brand impact in an increasingly complex consumer landscape.

About the speaker

Dr. Jennifer Brannon Barhorst is an Associate Professor of Marketing at the College of Charleston, USA.  She holds a Ph.D. in Marketing from the University of Strathclyde. Dr. Barhorst is actively involved in projects examining the psychological effects of emerging technologies like smart glasses and virtual reality in tourism and marketing contexts. Her expertise spans areas such as social media marketing, brand reputation, and the intersection of technology and consumer well-being. Her work has been published in prestigious journals including the Journal of Business Research, Journal of Travel Research, Psychology & Marketing, and Journal of Services Marketing. She has received multiple research grants and awards for her contributions to the field.