Order Matters: The Effect of “AR-First” or “AR-Later” on Consumer Decision-Making

AR-based product displays are widely used across various applications. While there is extensive research on the comparative advantages of AR over traditional displays, a critical gap persists in understanding the effects of the AR order (AR-first or AR-later) on consumer decision-making. This study reveals that, compared to AR-later display, AR-first display significantly reduces decision-making difficulty. This effect is mediated by cognitive load, moderated by purchase motive, AR vividness and need for cognition. For products associated with hedonic motives, AR with high vividness, and consumers with low need for cognition, the impact of AR order on consumer decision-making difficulty is stronger. Consequently, AR-first can yield many benefits, such as reducing cognitive load and decision-making difficulty. These findings align with and enrich the SEAD framework in AR marketing, offering valuable theoretical and practical insights for further exploring the dynamic mechanisms of AR marketing and optimization of practical applications.