Augmented Reality Product Spatial Presence

What it measures

An eight-item scale measuring how much a consumer experiences a product in an augmented reality (AR) environment as though it is genuinely present and interactive in the physical world. Adapted from Vorderer et al.'s (2004) MEC Spatial Presence Questionnaire, the scale shifts the focus from self-location in a virtual environment to the perceived real-world presence of a specific product.

Response format

5-point Likert

Scale items

• I felt like the _____ was actually there in the real world.
• It was as though the true location of the _____ had shifted into the real world environment.
• I felt like the _____ meshed with the real world surroundings.
• It seemed as if the _____ actually took part in the action in the real world.
• I had the impression that I could be active with the _____ in the real world.
• I felt like I could move the _____ around in the real world.
• The _____ gave me the feeling I could do things with it.
• It seemed to me that I could do whatever I wanted with the _____.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Adapted by Hilken et al. (2017) from two subscales of the MEC Spatial Presence Questionnaire (Vorderer et al. 2004) — one concerning self-presence and one concerning interactivity — reoriented toward product rather than self. Scale unidimensionality was confirmed across three studies. Alphas were .92, .90, and .93 across Studies 2, 3, and 4. The blank should be filled with the product name.

Citation

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.

Keywords