Using augmented reality to reduce cognitive dissonance and increase purchase intention

(AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on cognitive variables related to cognitive load, hitherto scarcely considered. Specifically, this research examines the impact of perceived similarity among options, confusion caused by overchoice and prepurchase cognitive dissonance on purchase-related behavioral intention variables such as purchase intention and willingness to pay for products. The study is based on consumers' AR web shopping experiences of an online cosmetics store which offers a wide assortment of products. The mixed-method research combines two focus groups and an experiment. This combination allows triangulation of the findings to provide corroboration. The results showed that AR reduces cognitive dissonance through its effects on perceived similarity and confusion caused by overchoice. Furthermore, lower cognitive load enhances purchase intentions, resulting in greater willingness to pay more for the product. The research extends knowledge of the benefits provided to consumers by AR in their decision-making through its impacts on perceived similarity, confusion by overchoice and prepurchase cognitive dissonance. The application of web AR in e-commerce shops is particularly useful when a wide assortment of similar products is offered. Online retailers can use AR to improve their economic performance both by increasing their sales' volumes and their margins.