Marketing Faculty Publications and Presentations
Document Type
Article
Publication Date
8-2022
Abstract
Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality (often – misleadingly – abbreviated as XR) are commonly used terms to describe how technologies generate or modify reality. However, academics and professionals have been inconsistent in their use of these terms. This has led to conceptual confusion and unclear demarcations. Inspired by prior research and qualitative insights from XR professionals, we discuss the meaning and definitions of various terms and organize them in our proposed framework. As a result, we conclude that (1) XR should not be used to connote extended reality, but as a more open approach where the X implies the unknown variable: xReality; (2) AR and VR have fundamental differences and thus should be treated as different experiences; (3) AR experiences can be described on a continuum ranging from assisted reality to mixed reality (based on the level of local presence); and (4), VR experiences can be conceptualized on a telepresence-continuum ranging from atomistic to holistic VR.
Recommended Citation
Rauschnabel, P.A., Felix, R., Hinsch, C., Shahab, H. and Alt, F., 2022. What is XR? Towards a framework for augmented and virtual reality. Computers in Human Behavior, 133, p.107289. https://doi.org/10.1016/j.chb.2022.107289
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Publication Title
Computers in Human Behavior
DOI
10.1016/j.chb.2022.107289
Comments
© 2022 The Authors. Published by Elsevier Ltd