Table 9.

Overview of studies

	ARPI control		ARPI content		ARPI context				Consumer processing			Response		Design
					device	other media	rush hour		comprehen.	interaction quality				location	N	product
Pre-study 1a	no ARPI / uncontrollable		nondetailed		glasses	CG				utilitarian / hedonic benefit		purchase intention		web	469	cereals
Pre-study 2a	no ARPI / uncontrollable		detailed		tablet, glasses	QR, CG				utilitarian / hedonic benefit		brand image, purchase intention		web	308	cereal bars
Pre-study 3a	controllability demonstrate		detailed		tablet	QR				utilitarian / hedonic benefit, presence, information-product-fit		brand image, purchase intention		web	260	cereals
Main study	uncontrollable / controllableb		nondetailed / detailed		tablet	booklet	relaxed / rush hour		comprehensiveness	complexity, user friendliness, credibility		brand image, purchase intention purchasese		field	403	cereals
Follow-up 1	no ARPI / controllableb,c,d		detailed		tablet	CG			comprehensiveness			brand image, purchase intention choicef		web	310	cereal bars
Follow-up 2	no ARPI / uncontrollable / controllabled		nondetailed / detailed		glasses	CG			comprehensiveness	complexity, user friendliness, credibility, presence, novelty, utilitarian / hedonic benefit		brand image, purchase intention choicef		web	420	cereals
Follow-up 3	no ARPI / controllableb		detailed		tablet	CG	relaxed / rush hour					scannerg		field	51	beer
Follow-up 4	not manipulated		not manipulated		tablet		manipulated (relaxed / rush hour)		comprehensiveness			willingness to pay		lab	133	fashion

^aPre-studies are reported in the Web-Appendix A. controllability: ^b multiple rounds with exit, ^c multiple rounds without exit, ^d one round. Other media: CG = control group without ARPI. Response: ^eself-reported purchases, ^fpreference over competing brand, ^gcheck-out scanner data of purchases. Location: field: ARPI-tablet in hypermarket, web: online-experiment showing ARPI video from a first-person perspective