Static vs. Immersive: A Neuromarketing Exploratory Study of Augmented Reality on Packaging Labels.

Augmented Reality (AR) is a technology adopted by brands to innovate packaging and improve communication with consumers. Companies integrate AR features into their packaging, choosing between different approaches. However, it is still unclear how different AR typologies can influence consumers' perceptions during the interaction. For this purpose, this exploratory study aims to analyze the differences between two types of AR-static vs. immersive-applied to packaging, evaluating their impact and effectiveness on consumers. A within-subjects design, on a sample of 20 participants, was employed using neuroscientific techniques (electroencephalography, heart rate, and skin conductance) to explore the cognitive and emotional engagement based on the AR interaction, as well as self-report measures (Augmented Reality Immersion, Perceived Informativeness and Authenticity). Neurophysiological findings indicated that the immersive AR application elicited a greater emotional and partially cognitive engagement, as well as a higher perceived immersion, according to self-reports. The study's findings offer a deeper understanding of how consumers' perceptions can change in response to different types of AR content. Although AR is not yet widely accessible as a marketing tool for brands, its growing technological feasibility makes it relevant to know its potential effects on consumers. Thus, this study will offer useful insights for companies to direct their investments toward AR applications in marketing campaigns.