Philipp A Rauschnabel
Biographic Data
| ID | 3422501 |
|---|---|
| NAME | Philipp A Rauschnabel |
| GIVEN NAMES | Philipp A |
| FAMILY NAME | Rauschnabel |
| SIGNATURE | RAUSCHNABEL P A |
| AFFILIATIONS | Universität der Bundeswehr München |
| ORCID | 0000-0003-2188-6747 |
| VERIFIED | Yes |
| TOTAL WORKS | 11 |
| TOTAL CITATIONS | 23 |
| WORKS AS AUTHOR | 11 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2016 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
From stress to success
Not all information helps equally: context determines what supports effective action. This Situated Action principle might matter for Augmented Reality (AR), as different designs might be used in response to different user states. Accordingly, we investigate how stress and guidance level jointly influence performance and acceptance through a 2 2 experiment ( ) in AR-assisted assembly. Participants underwent stress induction or relaxation before u…
Similar but different
Combating climate change requires addressing psychological barriers that inhibit people's engagement. Two significant challenges hinder effective climate change actions: the invisibility of the effects of climate change and people's distance from environmental degradation, leading to a psychological disconnect and underestimation of environmental problems. This research posits that technologies extending reality by embedding the physical and digi…
Spatial future ahead! Augmented reality and anticipated life consequences
Purpose This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact). Design/methodology/approach The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewe…
The 4C framework
Augmented reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the fundamental primary factors that distinguish AR from other concepts, namely, that it involves a computing device that integrates virtual content into a consumer's perception of the real world in a specific contex…
Metaverse marketing
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transf…
Metaverse beyond the hype
The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. Virtual environments and immersive games (such as, Second Life, Fortnite, Roblox and VRChat) have been described as antecedents of the metaverse and offer some insight to the potential socio-economic impact of a fully functional persi…
What is XR? Towards a Framework for Augmented and Virtual Reality
Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality (often – misleadingly – abbreviated as XR) are commonly used terms to describe how technologies generate or modify reality. However, academics and professionals have been inconsistent in their use of these terms. This has led to conceptual confusion and unclear demarcations. Inspired by prior research and qualitative insights from XR professionals, we discuss the me…
The Dark Side of Social Media
How functional and emotional ads drive smartwatch adoption
Purpose The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested. Design/methodology/approach The model was assesse…
An adoption framework for mobile augmented reality games
Wearable technologies
An adoption framework for mobile augmented reality games
How functional and emotional ads drive smartwatch adoption
Purpose The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested. Design/methodology/approach The model was assesse…
Wearable technologies
An adoption framework for mobile augmented reality games
The Dark Side of Social Media
How functional and emotional ads drive smartwatch adoption
Purpose The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested. Design/methodology/approach The model was assesse…
Metaverse beyond the hype
The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated environments using avatars and holograms. Virtual environments and immersive games (such as, Second Life, Fortnite, Roblox and VRChat) have been described as antecedents of the metaverse and offer some insight to the potential socio-economic impact of a fully functional persi…
What is XR? Towards a Framework for Augmented and Virtual Reality
Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality (often – misleadingly – abbreviated as XR) are commonly used terms to describe how technologies generate or modify reality. However, academics and professionals have been inconsistent in their use of these terms. This has led to conceptual confusion and unclear demarcations. Inspired by prior research and qualitative insights from XR professionals, we discuss the me…
Metaverse marketing
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transf…
The 4C framework
Augmented reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the fundamental primary factors that distinguish AR from other concepts, namely, that it involves a computing device that integrates virtual content into a consumer's perception of the real world in a specific contex…
From stress to success
Not all information helps equally: context determines what supports effective action. This Situated Action principle might matter for Augmented Reality (AR), as different designs might be used in response to different user states. Accordingly, we investigate how stress and guidance level jointly influence performance and acceptance through a 2 2 experiment ( ) in AR-assisted assembly. Participants underwent stress induction or relaxation before u…
Similar but different
Combating climate change requires addressing psychological barriers that inhibit people's engagement. Two significant challenges hinder effective climate change actions: the invisibility of the effects of climate change and people's distance from environmental degradation, leading to a psychological disconnect and underestimation of environmental problems. This research posits that technologies extending reality by embedding the physical and digi…
Spatial future ahead! Augmented reality and anticipated life consequences
Purpose This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact). Design/methodology/approach The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewe…
Technology Adoption and User Behaviour (6 works) · Virtual Reality Applications and Impacts (6 works) · Computer Science (5 works) · Digital Marketing and Social Media (5 works) · Augmented reality (4 works) · Metaverse (4 works) · Psychology (4 works) · Augmented Reality Applications (3 works) · Consumer Retail Behavior Studies (3 works) · Human–computer interaction (3 works)