The Local Presence in AR Scale captures the abstract perceptual consequence of high augmentation quality: the degree to which a consumer senses that a virtually displayed object is genuinely real and physically present in their own environment. The term 'local' — from the Latin locus, meaning place — is used to distinguish this construct from spatial presence (associated with VR, where users are transported to another environment) and from telepresence (connoting distance). In AR, content is brought to the consumer's local space rather than transporting them elsewhere; local presence reflects the extent to which virtual objects feel as though they have genuinely arrived in that space. The scale was developed alongside the Augmentation Quality Scale (ID 1896) as its theorised consequence: higher augmentation quality drives stronger local presence, which in turn mediates effects on hedonic experience, informational value, purchase intention, and actual behavioural choices. The scale is unidimensional and may be used independently of the full augmentation quality battery.
Schein, K. E., Rauschnabel, P. A., Praxmarer-Carus, S., & Babin, B. J. (2025). Unpacking augmentation quality and local presence: Factors that drive effective augmented reality marketing. Journal of the Academy of Marketing Science, 54, 49–69. https://doi.org/10.1007/s11747-025-01108-2
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