Abstract
By blurring the boundaries between digital and physical realities, Augmented Reality (AR) is transforming consumers' perceptions of themselves and their environments. This review demonstrates AR's capacity to influence psychology and behavior in profound ways. We begin by providing a concise introduction to AR, considering its technical, practical, and theoretical properties. Next, we showcase a multi-disciplinary set of recent studies that explore AR's impact on psychological processes and behavioral outcomes. We conclude by offering a selection of potential future research directions designed to deepen our understanding of the psychological and behavioral implications of AR experiences.
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