Researchers from City University of Hong Kong and SMU published a new paper in the Journal of Marketing that identified four broad uses of augmented reality (AR) in retail settings and examined the impact of AR on retail sales. The research also focused on the promising application of AR to facilitate product evaluation prior to purchase and examined how it impacts sales in online retail. The study, forthcoming in the Journal of Marketing, is titled "Augmented Reality in Retail and Its Impact on Sales" and is authored by City University of Hong Kong Assistant Professor of Marketing Tan Yong Chin, SMU Associate Professor of Marketing Sandeep Chandukala and SMU Professor of Marketing Srinivas Reddy, who is also Director of the SMU Centre for Marketing Excellence.