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Simulated responses in reality-enhancing technologies: Scale development and validation
Journal article   Peer reviewed

Simulated responses in reality-enhancing technologies: Scale development and validation

Erol Pala, Sommer Kapitan and Patrick van Esch
International journal of information management, Vol.84, 102927
10/2025
DOI: https://doi.org/10.1016/j.ijinfomgt.2025.102927
Web of Science ID: WOS:001498349000001

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2 Times Cited - Web of Science

Abstract

Reality-enhancing technologies influence consumer decisions, yet our understanding of how consumers respond to marketing content using such technologies is nascent. We develop a scale to measure consumers’ simulated responses in reality-enhancing technology experiences, resulting in the creation of a 12-item simulated responses scale with two dimensions, simulated satiation (6 items) and simulated immersion (6 items). The analyses revealed that simulated responses is a multidimensional construct, with each dimension considered an independent scale. Consequently, simulated satiation lowers evaluations of augmented reality tools and purchase intent, yet simulated immersion raises both responses. The results reveal how content variety and exposure duration interact with simulated satiation and simulated immersion to influence consumers’ evaluations and decisions. By employing the simulated responses scale, marketing practitioners can assess the effectiveness of their reality-enhancing technology strategies. The goal is to optimize content variety and exposure duration to achieve better outcomes prior to launching a marketing campaign. •A 12-item scale to measure consumer responses to reality-enhancing technology.•Scale includes two dimensions: simulated satiation and simulated immersion.•Simulated satiation decreases AR tool evaluations and purchase intent.•Simulated immersion increases evaluations and purchase intent.•Scale helps marketers optimize content and exposure duration for better outcomes.

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