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What is Attitude or Consumer Attitude

Chapter 14
Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
A learned predisposition of a consumer to respond to an object or class of objects in a consistently favourable or unfavourable way. It is a sum total of thinking, feeling, and action towards an object, product, or brand.
Published in Chapter:
The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers
Azharul Islam (University of Wales Trinity Saint David, UK)
Copyright: © 2020 |Pages: 26
DOI: 10.4018/978-1-7998-0131-3.ch014
Abstract
Innovation in technology is advancing by the day. As a latest and useful technology, augmented reality (AR) is drawing and getting attention from every sectors such as marketing, engagement, and user experience. Augment reality (AR) has become a recent trend for modern marketing. Marketers nowadays invest money and time in creation of new digital marketing platform for connected consumers. In this chapter, the researcher aims to discuss the impact of augmented reality advertisement on changing customer attitude towards brands. The purpose of this chapter is to discuss the impact of AR advertising on customer engagement and enhance user experience. Furthermore, this research has pinpointed the impact of augmented reality advertisement on cognitive, affective, and behavioural engagement.
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