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Closing the Customer Imagination Gap with Augmented and Virtual Reality

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Hilken, T., Heller, J., Keeling, D. I., Chylinski, M., Mahr, D., & de Ruyter, K. (2022). Bridging imagination gaps on the path to purchase with augmented reality: Field and experimental evidence. Journal of Interactive Marketing, 57(2), 356–375.Search in Google Scholar

Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., & Mahr, D. (2022). How to strategically choose or combine augmented and virtual reality for improved online experiential retailing. Psychology & Marketing, 39(3), 495–507.Search in Google Scholar

Hilken, T., Chylinski, M., de Ruyter, K., Heller, J., & Keeling, D. I. (2022). Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality. Journal of Service Management, 33(4–5), 657–674.Search in Google Scholar