Emotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context

Extended reality (XR) technologies such as Augmented Reality (AR) and Virtual Reality (VR) are facing mixed expectations. XR is often touted to offer deeply engrossing experiences but it can also lead to cybersickness, disappointment, and frustration. Moreover, research has not kept pace with how these technologies may affect users' emotions. Therefore, to understand emotions in XR, this study employs a 2 (virtual: yes vs. no) ×2 (augmented: yes vs. no) between-subject experiment (N = 162) in the shopping context. Effects on emotions are assessed by measuring changes in emotional valence and examining them using Median Tests and exploratory data analysis. Results suggest that emotional responses in XR are similar to those in a physical store. However, there is an unexpected effect of the augmented experiences where negative emotions markedly vary. Implications are presented both for retail businesses and simulations, and emotionally engaging experiences such as immersive journalism and psychotherapy.