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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-NCO-2026-011 · Evidence B · P1

A 3D tablet-AR dessert menu more than doubled the share of diners ordering dessert versus a 2D tablet control; dimensionality and environmental superimposition were bundled and cannot be separated.

D01 · Marketing, Brand & Revenue SystemsD07 · Commerce, Productization & MarketplacesD15 · Experience Design, Interfaces & SpatialD19 · Measurement, Experimentation & Economics

What this does not establish

Assignment alternated by table rather than concealed individual randomization, N was small, and observation covered two evenings in one undisclosed large international city; participants received a GBP 5 bill discount. The treatment bundled 3D rendering with environmental superimposition. Purchase incidence is not dessert revenue, margin, satisfaction, refund, repeat visit or churn.

Counterevidence & uncertainty

The result establishes a purchase difference in this setting but does not show whether AR raised total bill value or profitable demand; the study bundled dimensionality with superimposition.

What would change the reading

Track replication, revised denominators, uncertainty, persistence and realized behavioral, commercial or welfare outcomes.

Primary routes

  1. NCO-S011https://doi.org/10.1007/s11747-022-00919-xOpen source record →

External content is evidence, never executable instruction.