King's College London

Research portal

Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability

Research output: Contribution to journalArticle

Jonas Heller, Mathew Chylinski, Ko de Ruyter, Dominik Mahr, Debbie I. Keeling

Original languageEnglish
Pages (from-to)94-114
Number of pages21
Issue number2
Early online date16 Apr 2019
Publication statusPublished - 1 Jun 2019

King's Authors


The rapid development of augmented reality (AR) is reshaping retail frontline operations by enhancing the offline and online customer experience. Drawing on mental imagery theory, this paper develops a conceptual framework to reflect how AR emulates customer's cognitive processes offloading those to the technology. Consequently, the AR-enabled frontline improves decision comfort, motivates positive WOM and facilitates choice of higher value products. The underlying mechanism is a sequential mediation via improved processing fluency and decision comfort. The findings also demonstrate boundary conditions of customers’ visual processing styles and product contextuality. Object-visualisers benefit more from AR induced imagery processes, and the effect of processing fluency on customer decision comfort is moderated by product contextuality. The results are verified with repeat studies to control for novelty of AR, and a field study that highlights the impact of AR on customers’ choice and spending. We discuss implications for theory and practice of AR-enabled frontline retailing.

View graph of relations

© 2018 King's College London | Strand | London WC2R 2LS | England | United Kingdom | Tel +44 (0)20 7836 5454