Part of the impact on consumer research will be that researchers will want to know what Augmented Reality apps are being used, and marketers will want to know how to influence the information provided by such apps.

For Augmented Reality will offer consumers ready access to ever more information, both objective and subjective. While Pokémon Go’s viral success is driven by the twin emotions of nostalgia and attachment, the impact of Augmented Reality on consumers may to be make purchasing decisions less emotional and more rational.

More on GreenBookBlog.