Augmented reality can close the attitude-behavior gap in a completely new way

Photo by Donald Giannatti on Unsplash

Nonprofit marketing is not easy. While most consumers are certainly in favor of reducing inequality, helping the environment, and other worthwhile causes, making consumers act on their good intentions is a different story. Academics call this the ‘attitude-behavior gap’: consumers say they care about certain issues, but their positive attitude does not translate into actual behaviors.

The attitude-behavior gap is especially problematic when nonprofit marketers try to raise donations for worthwhile causes or move consumers to engage in pro-social behaviors, such as donating blood or cleaning up the environment. …


How Pepsi reinvents prankvertising with augmented reality

Consumers naturally share what is exciting to them. Marketers know this, and are constantly searching for new ways to create gripping brand experiences. With more and more brands entering this race, it becomes increasingly difficult to “wow” consumers. What has been true for advertisements for a while now begins to plague experiential marketing: It’s tough to break through the clutter.

Brands need something different, something that stands out to consumers.

Just put yourself into your customers’ shoes for a moment: You are going along with your daily life and encounter an experiential marketing campaign. Do you choose to take part…


As the world wakes up again, it’s now more important than ever to recognize AR’s potential for experiential marketing

The #Unignorable Tower creates an alternative environment within familiar surroundings (photo credit: Array of Stars)

Augmented reality (AR) has received much attention over the last 12 months as stores closed their doors and consumers sheltered in place. AR brings the in-store buying experience into consumers’ homes: By enabling shoppers to see how a new pair of glasses, cute summer dresses, or freshly dropped sneakers look like on their own faces, bodies, and feet, AR increases confidence when buying online. And even as physical stores reopen around the world, AR is a good solution for customers who worry about trying on items that have been touched by countless hands before them.

Augmented reality is clearly having…


Holographic displays can increase sales by up to 600%

photo credit: This is fine meme by KC Green, with VR goggles added by Joachim Scholz

You’ve heard about smart glasses, but do you know that holographic displays can provide similar benefits much sooner? This article shines light on why hands-free, three-dimensional, and always-on displays are an important near-term marketing tech that’s much closer than the AR smart glasses everybody is dreaming about.

Don’t get me wrong: I’m super excited about the next generation of AR and XR glasses that are rumored and teased all around the interwebs. Because hands-free and consumer-facing smart glasses will catapult AR into the next stage of its development — hello AR 3.0 …

Dr. Joachim Scholz

I’m a Marketing Professor who teaches the world’s first dedicated AR Marketing courses. I reveal how brands can use AR/XR to become part of consumers’ lives.

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