
Using augmented reality to reduce cognitive dissonance and increase purchase intention
AR-focused research into purchasing decisions and willingness to pay more has found that AR improves aspects of the consumer experience, such as usefulness, ease of use, satisfaction, engagement and attitude (see Table 1). However, negative aspects that may arise during the decision-making process deserve attention. Some recent studies have found that AR might decrease uncertainty, focusing on how doubts about product quality/product fit affect attitudes toward products, but they did not examine its effects on purchase intentions (Sun et al., 2022). In addition, factors that reduce prepurchase cognitive dissonance, such as choice confidence (Kowalczuk et al., 2021), decision comfort (Heller et al., 2019; Hilken et al., 2017; Wang et al., 2021) and product risk have been studied (Bonnin, 2020; Zhang et al., 2019). The present study aims to follow the unexplored path of how AR affects prepurchase cognitive dissonance by reducing the impact of perceived similarity and confusion by overchoice. Some qualitative studies have postulated that using AR can lead to higher cognitive dissonance because more products can be evaluated due to the ease with which they can be tested, and the enjoyment that can be derived from using the relevant apps (Romano et al., 2021). However, quantitative research has shown that prepurchase cognitive dissonance-related variables are generally reduced due to the greater ease of viewing products through the filters provided by AR, among other factors (Lavoye et al., 2021). To try to resolve this conflict, we explore how AR affects the perceived similarity of alternatives and confusion by overchoice, important aspects in the evaluation of large ranges of online options, for example, cosmetics. Qualitative and quantitative methods were used to triangulate and corroborate the findings.
The research also provides contributions for businesses. The results highlight the importance of AR for increasing sales and profit margins. From the consumer’s perspective, due to the large assortment of products available in online stores, understanding the mechanisms that reduce prepurchase cognitive dissonance in these purchase situations will provide them with a better shopping experience, improve their moods, make their purchase decisions easier and make them more willing to buy the chosen product. From the managerial perspective, it is estimated that 60% of sales opportunities are lost because of consumer indecision prompted by the many products and information available on the web (Edelen, 2018). Understanding the most important factors that can reduce this indecision, and how to generate positive purchase intentions, may help convert these lost sales into actual sales and improve the business performance of online stores.
The research focuses on cosmetics. It should be noted that several cosmetics’ vendors have already implemented AR technologies. For example, L’Oreal allows virtual product testing through its website (via its online browsers) on desktop and laptop computers. Other beauty brands have also adapted to the web environment. For example, Garnier, Wella and Madison Reed allow consumers to try different hair colors virtually to help them make comparisons. Virtual product visualization makes consumers more confident in their decisions and generates purchase-related behavioral intentions, such as purchase intentions and willingness to pay more (Qin et al., 2021a).
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