Playing with food – The effects of augmented reality on meal perceptions

Augmented reality (AR) has emerged as a key method of reducing the intangibility associated with online shopping in and has seen research in fashion, cosmetics, furniture, but not in food delivery, an industry worth $150 billion globally. This study investigates how AR features such as simulated physical control and environmental embedding influence cognitive (quality of mental imagery), affective (ease of evaluation, product liking) and behavioral consumer responses (purchase intention). A total of 503 participants took part in the study, revealing both simulated physical control and environmental embedding to have influenced the ease of evaluation, but not product liking. A mediation analysis between environmental embedding and product liking with quality of mental imagery as a mediator, however, revealed a complete mediation, allowing us to posit it as the reason for the indirect relationship between environmental embedding and product liking. Ease of evaluation did not translate into purchase intentions, although we did discover a strong influence on purchase intention from product liking. This study provides several theoretical contributions contrary to extant AR research and discusses the possible reasonings behind them such as the nature of the product and personal preferences. It also contains takeaways for retailers, our thoughts on research limitations and potential for further research.