Rohden, Simoni F.Subbotin, DmitryEspartel, Lélis Balestrin2025-03-172025-092050-3318PURE: 113024959PURE UUID: dd7b3f28-ba39-4128-8ed9-04b397131c2ccrossref: 10.1057/s41270-025-00394-7Scopus: 105000100503WOS: 001444623600001http://hdl.handle.net/10362/180777Rohden, S. F., Subbotin, D., & Espartel, L. B. (2025). Consumer responses to 3D experiences: the role of enjoyment, surprise, and augmentation quality. Journal of Marketing Analytics, 13(3), 635–644. Article 102259. https://doi.org/10.1057/s41270-025-00394-7 --- %ABS1% --- This work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project UIDB/04152/2020 (https://doi.org/10.54499/UIDB/04152/2020)—Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.Brands employ various content types to create immersive consumer experiences. While prior research predominantly examines highly immersive contexts involving virtual reality devices, this study compares the effects of 2D and low-immersive 3D digital content on consumer satisfaction and purchase intentions. Across two between-subjects experimental studies (N = 339), findings confirm that 3D content significantly enhances satisfaction and purchase intentions compared to 2D content. Mediation analyses highlight the critical roles of surprise, enjoyment, and perceived augmentation quality in shaping consumer responses. These insights evidence the strategic value of integrating immersive digital experiences into marketing efforts. Notably, even without augmented or virtual reality devices, 3D content fosters positive brand outcomes in online settings. Furthermore, this study demonstrates the potential of 3D videos to evoke positive emotions and influence consumer behavior.10569310engCustomer experienceComputer-mediated communicationAdvertisementOnline consumer behaviorEconomics, Econometrics and Finance (miscellaneous)Strategy and ManagementStatistics, Probability and UncertaintyMarketingSDG 9 - Industry, Innovation, and InfrastructureSDG 12 - Responsible Consumption and Productionjournal article10.1057/s41270-025-00394-7https://www.scopus.com/pages/publications/105000100503https://www.webofscience.com/wos/woscc/full-record/WOS:001444623600001