Enhancing the Well‐Being of Older Adults Through Augmented Reality: A Systematic Literature Review and Future Research Agenda

ABSTRACT This article uncovers the potential of Augmented Reality (AR) to enhance the well‐being of the rapidly growing aging population. This substantial consumer group faces numerous challenges in sustaining well‐being and digital inclusion. Analyzing 21 records via the Theory–Context–Characteristics–Methodology (TCCM) framework provides a structured overview of how previous research investigated the use of AR to improve different types of well‐being among older consumers (i.e., physical, cognitive, psychological, and social well‐being). Prior research has been limited due to its overemphasis on AR in healthcare contexts and a lack of theoretical frameworks and methodological diversity. Furthermore, the TCCM analysis indicates that using AR to promote older adults' psychological and social well‐being is understudied. Next to presenting future research directions for consumer behavior and service researchers, this paper emphasizes five emerging themes: (1) theorizing about augmented humanity, (2) enhancing older consumers' psychological and social well‐being, (3) examining AR's versatility, (4) co‐research with older consumers, and (5) the heterogeneity in the aging population. To promote older adults' well‐being via AR, researchers, industry leaders, and policymakers should provide user‐centered service environments adjusted to older adults' heterogeneity. Finally, this review highlights what, how, and when scholars and practitioners should explore using AR to facilitate and empower older consumers' well‐being within services and consumer research.