Short answer
Design AR advertising experiences that evoke positive emotions and build brand connection, rather than solely focusing on immediate sales, and offer richer social interaction possibilities.
- Field
- User-Centred Design
- Source
- Purdue e-Pubs (Purdue University System) (2014)
- Method
- Qualitative research combining observation and semi-structured interviews.
- Sample
- 18 participants
- Evidence
- Moderate effect
Augmented reality advertising on mobile devices is most effective when it prioritizes emotional user experience over purely functional or persuasive elements. This user-centred design research insight is drawn from a 2014 study published in Purdue e-Pubs (Purdue University System). Using Qualitative research combining observation and semi-structured interviews. with 18 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design AR advertising experiences that evoke positive emotions and build brand connection, rather than solely focusing on immediate sales, and offer richer social interaction possibilities.
Emotional Engagement Drives AR Advertising Success
Augmented reality advertising on mobile devices is most effective when it prioritizes emotional user experience over purely functional or persuasive elements.
Purdue e-Pubs (Purdue University System) · 2014
Key Findings
- 01Users reported higher satisfaction with the emotional experience of AR advertising compared to instrumental, motivational, or social aspects.
- 02AR advertising was more effective in building brand awareness than in directly persuading users to make a purchase.
- 03Users desired more diverse social interaction features beyond simple sharing.
- 04Novice and experienced AR users had differing evaluations of the AR advertising tool.
Application
Design takeaway
Design AR advertising experiences that evoke positive emotions and build brand connection, rather than solely focusing on immediate sales, and offer richer social interaction possibilities.
How to apply
When designing AR advertising, conduct user testing focused on emotional responses and explore creative ways to integrate social sharing and interaction beyond simple 'share' buttons.
Project actions
- 01When researching AR advertising, consider how users *feel* during the experience, not just what they *do*.
- 02Think about how to measure emotional responses in your user testing, perhaps through post-experience questionnaires or observation of user expressions.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a novel application of AR technology.
- +Considers multiple dimensions of user experience.
Limitations
The specific AR technology and advertising content used in the study might not be representative of all AR advertising. The sample size is relatively small.
Reliability & validity
The qualitative nature of the study provides rich insights but may have lower inter-rater reliability. Validity is supported by triangulation of observation and interview data.
Think critically
Given that emotional experience was rated highest, how can designers intentionally engineer specific emotional responses within AR advertising, and what are the ethical considerations of doing so?
Design Principles
"Emotional resonance in user interfaces significantly impacts the perceived value and effectiveness of interactive advertising technologies."
Understanding the user's emotional response is crucial for designing engaging AR advertising campaigns. By focusing on creating positive emotional connections, designers can enhance brand perception and recall, even if immediate purchase intent is not the primary outcome.
What This Means for Your Design
AR ads work best when they make people feel good and help them remember the brand, rather than just trying to sell them something right away. People also want more ways to interact with AR ads socially.
How to use in your project
- 1.This study can inform your user research by highlighting the importance of emotional and social factors in the user experience of novel technologies.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that the emotional experience of users is a primary driver of engagement with mobile augmented reality advertising, often surpassing instrumental or persuasive goals. For instance, a study by Li (2014) found that users evaluated their emotional experience more highly than other dimensions, suggesting that AR's effectiveness in advertising may lie more in building brand awareness and positive sentiment through engaging emotional content rather than direct sales conversion.
Source
Purdue e-Pubs (Purdue University System)
Assessing the user experience when using mobile augmented reality in advertising
journal · 2014
View sourceQuestions About This Research
- What does the research say about emotional engagement drives ar advertising success?
- Design AR advertising experiences that evoke positive emotions and build brand connection, rather than solely focusing on immediate sales, and offer richer social interaction possibilities. Evidence: Purdue e-Pubs (Purdue University System) (2014).
- Why does "Emotional Engagement Drives AR Advertising Success" matter for design?
- Understanding the user's emotional response is crucial for designing engaging AR advertising campaigns. By focusing on creating positive emotional connections, designers can enhance brand perception and recall, even if immediate purchase intent is not the primary outcome.
- How can designers apply this research?
- Design AR advertising experiences that evoke positive emotions and build brand connection, rather than solely focusing on immediate sales, and offer richer social interaction possibilities.
- What were the main findings?
- Users reported higher satisfaction with the emotional experience of AR advertising compared to instrumental, motivational, or social aspects.. AR advertising was more effective in building brand awareness than in directly persuading users to make a purchase.. Users desired more diverse social interaction features beyond simple sharing.. Novice and experienced AR users had differing evaluations of the AR advertising tool.
- What research method was used?
- Qualitative research combining observation and semi-structured interviews. with 18 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2014 journal from Purdue e-Pubs (Purdue University System).
- What should I do differently in my next project?
- When designing AR advertising, conduct user testing focused on emotional responses and explore creative ways to integrate social sharing and interaction beyond simple 'share' buttons.
- What are the limitations?
- The study's findings may be specific to the particular AR advertising tool used and the limited sample size. Differences between novice and experienced users were noted but not deeply explored.