A Helpful Tool or Marketing Gimmick? How Using Augmented Reality Pre-Purchase Shapes Consumer Response to Product Failure – MSI

Working Paper

A Helpful Tool or Marketing Gimmick? How Using Augmented Reality Pre-Purchase Shapes Consumer Response to Product Failure

Jianna Jin and John P. Costello

Jun 25, 2025

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Compares how use of augmented reality (AR) rather than other types of visualization affects online shoppers’ post-purchase satisfaction and re-patronage intentions, especially when delivered products fail to meet expectations.

Topics

research recap

Use Augmented Reality (AR) to Reduce Product Returns, Not Patronage

Augmented Reality (AR) allows online shoppers to visualize a product in a scanned real setting, potentially improving choices and reducing returns. When the delivered product fails to meet expectations, however, shoppers may infer AR was used to deceive rather than inform them, blame the brand, and reduce their future patronage.

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