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Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.<\/jats:p><\/jats:sec>","DOI":"10.1108\/ajim-02-2021-0046","type":"journal-article","created":{"date-parts":[[2021,9,14]],"date-time":"2021-09-14T03:29:29Z","timestamp":1631590169000},"page":"967-991","source":"Crossref","is-referenced-by-count":23,"title":["Relationships between the \u201cBig Five\u201d personality types and consumer attitudes in Indian students toward augmented reality advertising"],"prefix":"10.1108","volume":"73","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7113-6947","authenticated-orcid":false,"given":"Abhishek","family":"Srivastava","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2298-1570","authenticated-orcid":false,"given":"Shilpee A.","family":"Dasgupta","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5836-0621","authenticated-orcid":false,"given":"Arghya","family":"Ray","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9028-4902","authenticated-orcid":false,"given":"Pradip Kumar","family":"Bala","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6958-6762","authenticated-orcid":false,"given":"Shibashish","family":"Chakraborty","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2021,9,16]]},"reference":[{"issue":"2","key":"key2021101214090992300_ref001","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behaviour","volume":"50","year":"1991","journal-title":"Organizational Behaviour and Human Decision Processes"},{"key":"key2021101214090992300_ref002","first-page":"18","article-title":"Factors affecting acceptance of a mobile augmented reality application for cybersecurity awareness","year":"2020"},{"key":"key2021101214090992300_ref003","article-title":"Enhancing consumers' purchase intention by augmented reality: the relationship between augmented reality and Swedish Millennials' online purchase intention of shopping goods","year":"2018","journal-title":"Dalarna University"},{"issue":"2","key":"key2021101214090992300_ref004","doi-asserted-by":"publisher","first-page":"14","DOI":"10.1089\/g4h.2019.0034","article-title":"Scoping review of Pok\u00e9mon Go: comprehensive assessment of augmented reality for physical activity change","volume":"9","year":"2020","journal-title":"Games for Health Journal"},{"key":"key2021101214090992300_ref005","doi-asserted-by":"publisher","first-page":"313","DOI":"10.1007\/s10799-007-0021-y","article-title":"The impact of personality type on purchasing decisions in virtual stores","volume":"8","year":"2007","journal-title":"Information Technology and Management"},{"key":"key2021101214090992300_ref006","article-title":"Altering user perceptions of applications: how system design can impact playfulness and anxiety","year":"2011","journal-title":"University of Illinois at Urbana-Champaign"},{"issue":"1","key":"key2021101214090992300_ref007","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1111\/j.1744-6570.1991.tb00688.x","article-title":"The big five personality dimensions and job performance: a meta-analysis","volume":"44","year":"1991","journal-title":"Personnel Psychology"},{"issue":"1","key":"key2021101214090992300_ref008","doi-asserted-by":"crossref","first-page":"111","DOI":"10.1037\/0021-9010.78.1.111","article-title":"Autonomy as a moderator of the relationships between the Big Five personality dimensions and job performance","volume":"78","year":"1993","journal-title":"Journal of Applied Psychology"},{"key":"key2021101214090992300_ref009","doi-asserted-by":"crossref","unstructured":"Boardman, R., Henninger, C.E. and Zhu, A. 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