augmented in 2016 with the release ofaugmented in 2016 with the release of

augmented
reality is an interactive technology that enables people to see virtual
elements in the real world (Leswing, 2017). It provides a fulfilling sense of reality, because it
combines the actual world with virtual objects (Choi, Lim and Jeong, 2014). In, order
to gain the experience that augmented reality provides consumers must be
engaged, since augmented
reality gained mainstream attention back in 2016 with the release of Pokémon Go
(which as of today has 1,680 ratings on the app store). It comes to no surprise
to see consumers walking around with their eyes glued to their phone trying to
catch a Pikachu (Bacon, Rogers and Chahal,
2016). It’s now perceived as the social norm to do so. The
Pokémon Go app generated large amounts of attention and marketers become aware
of that as it’s highly important that they keep up with the latest trends. Today
there are many more consumers who are engaged with a wide variety of augmented
reality. Augmented reality, has many applications from computer-aided surgery,
interior design to modelling and entertainment (Lambie, 2015). Interactive
technologies have an impact on consumers behaviour as it’s considerably
transformed retail marketing and the way consumers engage in shopping and brand
activities (Javornik, 2016).
For instance, the
IKEA Place app via App store/play store the app that allows the buyer to
virtually place Ikea furniture products such as chairs, tables etc in a
specific space enabling consumers to stop wondering what it’ll look like in
their home and to start doing (Gallina, 2017).
Consumers are engaged with these interactive
augmented reality apps as they deliver value and entertainment. Within
augmented reality there are attention-related issues, as augmented reality-make
the use of explicit cuing to support the performance of visual search it can
also cause perceptual issues such as attention tunnelling (Wang and Dunston, 2006).