Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy

While the popularity of augmented reality advertising (ARA) continues to grow, little is known about how users engage with the technology. To better understand ARA's uses and limitations, this study assessed the relationships between ARA exposure time, novelty effects, technological self-efficacy, and brand-based outcomes. The stimulus used in the current study was an ARA application designed by BMW. Using a quasi-experimental design, this study's findings indicated that exposure time was negatively related to participant attitude toward the ARA application. Furthermore, the data indicated that those with high levels of technological self-efficacy transferred these negative evaluations to the brand.