@article{article_1645104, title={The Impact of Extended Reality (XR) on Today’s Advertising and Consumers A Research on XR Advertising as A Disruptive Marketing Strategy and Its Effects on Consumers Through the Psychology of Advertising}, journal={4. BOYUT Medya ve Kültürel Çalışmalar Dergisi}, pages={107–123}, year={2025}, DOI={10.26650/4boyut.2025.1645104}, author={Öztürk, Sahra}, keywords={Genişletilmiş gerçeklik, Genişletilmiş gerçeklik reklamı, Yıkıcı pazarlama stratejisi, Reklam psikolojisi, Genişletilmiş gerçeklik reklamlarının psikolojik etkileri}, abstract={Extended reality (XR), which has become a game-changer in the global market, has started to transform and reshape today’s advertising and, accordingly consumers. As a technological term encompassing augmented reality (AR), virtual reality (VR), and mixed reality (MR), XR offers marketers and advertisers new methods and techniques unlike other conventional methods. In this direction, XR advertising, which changes today’s existing advertising techniques, is conceptualised as a “disruptive marketing strategy”, which means abandoning the old rules by bringing something new to the market. Therefore, these emerging technologies and the new marketing strategies implemented with them lead to a disruptive transformation in the psychological effects of the advertising market on consumers. In line with the systematic literature review, this study aims to examine XR ads as a disruptive marketing strategy, the psychology of advertising as a research field and the effects of XR ads on consumers through the psychology of advertising. In the direction of the analysis conducted in this study, which provides a critical perspective on XR technologies and advertisements, it has been determined that the common feature of XR advertisements is based on experiential marketing, and it has been concluded that it causes different and more psychological impacts on consumers in line with the virtual stimuli, content and virtual environments created and designed compared with traditional advertising techniques. Furthermore, in line with the methodology of this study, it has been observed that advertising psychology and consumer psychology, two similar fields of research, are often confused with each other. Accordingly, this study has also attempted to fill a gap in the literature by revealing the distinction between these two fields for the first time.}, number={26}, publisher={İstanbul Üniversitesi}