From virtual reality to augmented reality: A neuromarketing perspective

Front Psychol. 2022 Sep 9:13:965499. doi: 10.3389/fpsyg.2022.965499. eCollection 2022.

Vincenzo Russo^{1

2}, Marco Bilucaglia^{1

2}, Margherita Zito^{1

2}

¹ Department of Business, Law, Economics and Consumer Behaviour "Carlo A. Ricciardi", Università IULM, Milan, Italy.
² Behavior and Brain Lab IULM, Neuromarketing Research Center, Università IULM, Milan, Italy.

No abstract available

Keywords: augmented reality; consumer behavior; consumer neuroscience; neuromarketing; virtual reality.