Authors: 
Ana Javornik
Keywords: 
Augmented reality, Marketing, Typology, Augmentation of consumption
Abstract: 
This research investigates which uses of AR have emerged so far in marketing and proposes classification schemas for them, based on the intensity of the augmentation, different contexts of consumption and on marketing functions. Such differentiation is needed in order to better understand the dynamics of augmentation of physical surroundings for commercial purposes and consequently to distinguish between consumer experiences.