Augmented reality (AR) has become extremely advanced, and AR is now applied in many fields, including advertising. However, it is still unclear whether AR technology is effective in advertising, especially in relation to customers' memories of products. Here, we investigate whether AR enhanced the memory of objects more than a movie or photo did. We conducted a psychological experiment in which participants viewed objects with AR, a movie, or a photo. Then, the participants judged their impressions of the presented objects. Finally, the participants took a memory test about the presented objects. The results showed that the memory performance related to the objects when using AR was significantly lower than the performance when using movies or photos. This result suggests that learning via AR impairs visual memory. This characteristic of AR should be considered when using AR, especially in applied fields.
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