Awe in augmented reality: unlocking consumer possible selves

This research investigates how immersive and awe-inspiring augmented reality (AR) environments influence consumer emotions and purchase behaviors through the lens of embodied cognition and the Pleasure-Arousal-Dominance (PAD) model. Specifically, we examine two core questions:(1) How do awe and interactivity within AR environments influence core affect (pleasure and arousal) and dominance?(2) How do these emotional responses shape identity exploration (possible selves) and drive purchase intention and behavior? While prior research has often focused on functional or static AR features, this study explores how emotion-rich AR environments that blend virtual and physical stimuli can shift consumers’ psychological and behavioral engagement. We further assess how interactive control may amplify or diminish emotional resonance, and whether motivational constructs like possible selves mediate the path from emotion to decision. By combining emotional, cognitive, and behavioral constructs in a single framework, the study aims to uncover how digitally immersive environments not only evoke feelings, but also inspire consumer action and identity transformation.