Recent Publications

Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., & Mahr, D. (2021). How to strategically choose or combine augmented and virtual reality for improved online experiential retailing. Psychology & Marketing.

Heller, J., Chylinski, M., de Ruyter, K., Keeling, D. I., Hilken, T., & Mahr, D. (2021). Tangible service automation: Decomposing the technology-enabled engagement process (TEEP) for augmented reality. Journal of Service Research.

Lammerding, L., Hilken, T., Mahr, D., & Heller, J. (2021). Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns. Augmented Reality and Virtual Reality: New Trends in Immersive Technology, 95.

Odekerken-Schröder, G., Mennens, K., Steins, M., & Mahr, D. (2021). The service triad: an empirical study of service robots, customers and frontline employees. Journal of Service Management.

Van Pinxteren, M. M., Pluymaekers, M., & Lemmink, J. G. (2020). Human-like communication in conversational agents: a literature review and research agenda. Journal of Service Management.

Čaić, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A. (2020). Robotic versus human coaches for active aging: An automated social presence perspective. , (4), 867-882. International Journal of Social Robotics, 12(4), 867-882.

Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85-98.

​Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal (AMJ).

de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., & Mahr, D. (2020). Seeing with the customer’s eye: Exploring the challenges and opportunities of AR advertising. Journal of Advertising, 49(2), 109-124.

Hilken, T., Keeling, D. I., de Ruyter, K., Mahr, D., & Chylinski, M. (2020). Seeing eye to eye: social augmented reality and shared decision making in the marketplace. Journal of the Academy of Marketing Science, 48(2), 143-164.

Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing. Journal of Retailing, 95(4), 219-234.

Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability. Journal of Retailing, 95(2), 94-114.

Carrozzi, A., Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., & de Ruyter, K. (2019). What's mine is a hologram? How shared augmented reality augments psychological ownership. Journal of Interactive Marketing, 48, 71-88.

Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing.

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905.