Augmented Reality applications allow people to see the real world through a virtual overlay. Augmented Reality applications are poised to transform persuasion as we know it and are expected to be more persuasive than conventional advertising due to their interactivity, vividness, realism and personalization opportunities. This PhD project examines how Augmented Reality transforms consumers’ persuasion process. Specifically, the antecedents and consequences of using Augmented Reality apps are studied in both an informational and entertaining context.