{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,27]],"date-time":"2026-01-27T15:19:45Z","timestamp":1769527185155,"version":"3.49.0"},"reference-count":97,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2024,11,4]],"date-time":"2024-11-04T00:00:00Z","timestamp":1730678400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72362006"],"award-info":[{"award-number":["72362006"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72472060"],"award-info":[{"award-number":["72472060"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["[2023]02"],"award-info":[{"award-number":["[2023]02"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["[2022]176"],"award-info":[{"award-number":["[2022]176"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Guizhou Provincial Big Data Industry Innovation and Development Laboratory","award":["72362006"],"award-info":[{"award-number":["72362006"]}]},{"name":"Guizhou Provincial Big Data Industry Innovation and Development Laboratory","award":["72472060"],"award-info":[{"award-number":["72472060"]}]},{"name":"Guizhou Provincial Big Data Industry Innovation and Development Laboratory","award":["[2023]02"],"award-info":[{"award-number":["[2023]02"]}]},{"name":"Guizhou Provincial Big Data Industry Innovation and Development Laboratory","award":["[2022]176"],"award-info":[{"award-number":["[2022]176"]}]},{"name":"Guizhou Provincial Department of Education\u2019s Higher Education Scientific Research Project","award":["72362006"],"award-info":[{"award-number":["72362006"]}]},{"name":"Guizhou Provincial Department of Education\u2019s Higher Education Scientific Research Project","award":["72472060"],"award-info":[{"award-number":["72472060"]}]},{"name":"Guizhou Provincial Department of Education\u2019s Higher Education Scientific Research Project","award":["[2023]02"],"award-info":[{"award-number":["[2023]02"]}]},{"name":"Guizhou Provincial Department of Education\u2019s Higher Education Scientific Research Project","award":["[2022]176"],"award-info":[{"award-number":["[2022]176"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR\u2019s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR\u2019s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios.<\/jats:p>","DOI":"10.3390\/jtaer19040146","type":"journal-article","created":{"date-parts":[[2024,11,5]],"date-time":"2024-11-05T11:36:39Z","timestamp":1730806599000},"page":"3035-3050","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective"],"prefix":"10.3390","volume":"19","author":[{"given":"Liying","family":"Zhou","sequence":"first","affiliation":[{"name":"School of Business Administration, Guizhou University of Finance and Economics, Guiyang 550031, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Limin","family":"Niu","sequence":"additional","affiliation":[{"name":"School of Business Administration, Guizhou University of Finance and Economics, Guiyang 550031, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Taiyang","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Philosophy and Sociology, Jilin University, Changchun 130012, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2024,11,4]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Hee Lee, J., and Shvetsova, O.A. 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