Augmented Reality and Virtual Reality: New Trends in Immersive Technology (Paperback)

How To Design Effective AR Retail Apps.- The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket.- User responses towards Augmented Reality face filters: Implications for social media and brands.- Can You Make the Cut? Exploring the Effect of Frequency of Cuts in Virtual Reality Storytelling.- Incorporation of augmented-reality technology into smartphone app for large-scale performance art.- Testing Mixed Reality Experiences and Visitor’s Behaviours in a Heritage Museum.- Interactive Mixed Reality Technology for Boosting the Level of Museum Engagement.- Too real for comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns.- The Proteus Effect: How Avatars Influence Their Users’ Self-Perception and Behaviour.- Modifying the Technology Acceptance Model To Investigate Behavioural Intention To Use Augmented.- Using Virtual Reality as a form of Simulation in the context of Legal Education