Seeing eye to eye: social augmented reality and shared decision making in the marketplace

Tim Hilken*, Debbie I. Keeling, Ko de Ruyter, Dominik Mahr, Mathew Chylinski

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

86 Citations (Scopus)


Firms increasingly seek to improve the online shopping experience by enabling customers to exchange product recommendations through social augmented reality (AR). We utilize socially situated cognition theory and conduct a series of five studies to explore how social AR supports shared decision making in recommender–decision maker dyads. We demonstrate that optimal configurations of social AR, that is, a static (vs. dynamic) point-of-view sharing format matched with an image-enhanced (vs. text-only) communicative act, increase recommenders’ comfort with providing advice and decision makers’ likelihood of using the advice in their choice. For both, these effects are due to a sense of social empowerment, which also stimulates recommenders’ desire for a product and positive behavioral intentions. However, recommenders’ communication motives impose boundary conditions. When recommenders have strong impression management concerns, this weakens the effect of social empowerment on recommendation comfort. Furthermore, the stronger a recommender’s persuasion goal, the less likely the decision maker is to use the recommendation in their choice.

Original languageEnglish
Peer-reviewed scientific journalJournal of the Academy of Marketing Science
Issue number2
Pages (from-to)143-164
Number of pages22
Publication statusPublished - 2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Customer-to-customer communication
  • Online shopping
  • Shared decision making
  • Social augmented reality
  • Socially situated cognition


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