Applying Situated Visualization for Supporting Consumer Decision-Making

Consumers’ increasing interest in contemporary issues such as the environment, sustainability, and the economy leads to changes in consumption habits. Therefore, consumers have become more conscious of buying products. In this context, they have an increased need for information when making decisions about the products they will buy. Applications, which allow consumers to analyze, interact, and visualize data in situ and in real time by providing them contextual information associated with the physical products, can support consumers, particularly for in- store shopping activities. AR- based situated visualization systems are such systems that can lead to more informed buying decisions. In this study, the application of these systems in the context of consumer decision- making is investigated. The study aims to advance the conceptual understanding and business application of AR- based situated visualization systems. Based on a literature review, this exploratory study summarizes the current research and illustrates how AR- based situated visualization systems can support consumers in their buying decisions. © Peter Lang GmbH Internationaler Verlag der Wissenschaften Berlin 2023. All rights reserved.