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Ching-Jung Fang, Ming Chuan University, TaiwanAbstract
The integration of augmented reality (AR) with the advertising and marketing industry has become a global phenomenon, with the potential to introduce unique communication models to the field. However, most research on AR has focused on technological operations and interactivity, with limited attention given to consumer perceptions of AR content narratives and consumer fantasy imagery. Scholars have noted that narratives delivered through mediums such as films, books, images, or videos can concentrate the viewer’s cognitive abilities on the narrative experience, allowing them to engage in situational imagination, identify with the story, and even evoke positive or negative emotional responses. This can lead to a temporary psychological detachment from reality. AR advertising possesses the unique capability of enhancing unfinished stories within real environments, thereby inspiring consumer imagination through immersive experiences and completing brand communication. This study aims to explore, from the consumer’s perspective, how consumer fantasy and imagination trigger virtual narratives in AR, subsequently generating brand intent. An experimental design was employed, using both narrative and non-narrative AR stimuli, with a sample of 250 participants. The findings indicate that narrative advertising significantly impacts advertising attitudes, brand attitudes, and behavioral intentions. The level of consumer imagination significantly moderates the effect of narrative transmission on brand intent. Specifically, when participants possess higher imaginative capacity, the impact of narrative transmission on behavioral intent is more pronounced, whereas participants with lower imaginative capacity show no significant relationship between narrative transmission and brand intent.
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Conference: ACP2025Stream: Qualitative/Quantitative Research in any other area of Psychology
This paper is part of the ACP2025 Conference Proceedings (View)
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To cite this article:
Fang C. (2025) The Impact of Consumer Imagination and Narrative on Brand Intent in AR Advertising ISSN: 2187-4743 – The Asian Conference on Psychology & the Behavioral Sciences 2025 Official Conference Proceedings (pp. 275-281) https://doi.org/10.22492/issn.2187-4743.2025.22
To link to this article: https://doi.org/10.22492/issn.2187-4743.2025.22
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