The persuasive potential of virtual time travel using augmented reality: Focusing on the role of temporal presence

Advancements in communication technologies have enabled individuals to transcend the physical environment, and there is sizable research exploring how users interact with the mediated environments, particularly with respect to perceived shifts in spatial and social presence. However, despite the ability of new communication technologies to facilitate a change in perceived time via virtual time travel, there is scant empirical work testing the predictors and psychological and persuasive outcomes of temporal presence. To fill this gap, this study employed a single-factor experiment using an augmented reality (AR) filter with two conditions (virtual time travel with AR [ n = 63] vs without AR [ n = 77]) in the context of anti-aging sunscreen advertising. Results showed that temporal presence can be evoked by virtual time travel using AR through perceived interactivity and vividness. Temporal presence subsequently increased positive attitude toward the ad and brand, as well as purchase intentions through different psychological factors.