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.
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.
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