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Dr Ana Javornik

Dr Ana Javornik

Lecturer in Marketing



Ana Javornik is a lecturer in marketing at Newcastle University Business School. She is also a research associate at AR agency Holition and at UCL Interaction centre. She completed her PhD in June 2016 at Università della Svizzera italiana in Lugano, Switzerland, where she also obtained her MSc in Corporate Communication and Marketing in 2011.

Her research primarily focuses on consumer experience with immersive technologies – augmented reality and also virtual reality. She is conducting several research projects that investigate different facets of such immersive experience – related to decision making, consumer journey, consumer perception, psychological factors and interactions with technologies. Methodologically, she mainly conducts experiments and field observations. Part of her research has been of interdisciplinary nature, conducted at cross-section with human-computer interaction.

Her work has been published in international peer-reviewed journals and presented at top marketing conferences, as well as at leading human-computer interaction venues. Some highlights of her work include authored pieces for Harvard Business Review and a Best Paper Award at Designing Interactive Systems (DIS) ’16 conference. Ana was also a recipient of several research funding for her work related to the impact of augmented reality in marketing. She maintains strong ties with industry through consultancy and research collaborations.


Research Tag Cloud


  • ACR
  • EMAC



  1. Marder B, Houghton D, Erz A, Harris L, Javornik A (2019). Smile(y) ? and your students will smile with you? the effects of emoticons on impressions, evaluations, and behaviour in staff-to-student communication. Studies in Higher Education. [Open]

  2. 2018

  3. Javornik A (2018). Directions for Studying User Experience with Augmented Reality in Public. Augmented Reality and Virtual Reality: Empowering Human, Place and Business. pp. 199-210. [Open]
  4. Javornik A, Kostopoulou E, Rogers Y, Fatah gen Schieck A, Koutsolampros P, Moutinho AM, Julier S (2018). An experimental study on the role of augmented reality content type in an outdoor site exploration. Behaviour and Information Technology. Vol. 38(1), pp. 9-27. [Open]

  5. 2017

  6. Javornik A, Pizzetti M (2017). ?Mirror Mirror on the Wall, Who is Real of Them All?? ? The Role of Augmented Self, Expertise and Personalisation in the Experience with Augmented Reality Mirror . NA - Advances in Consumer Research. Vol. 45, pp. 423-427. [Open]

  7. 2016

  8. Javornik A (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services. Vol. 30, pp. 252-261. [Open]
  9. Javornik A (2016). "It's an illusion, but it looks real!" Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management. Vol. 32(9-10), pp. 987-1011. [Open]
  10. Javornik A (2016). The Mainstreaming of Augmented reality: A Brief History. Harvard Business Review (online version). [Open]

  11. 2012

  12. Javornik A (2012). Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands. Journal of Database Marketing & Customer Strategy Management. Vol. 19(4), pp. 300-310. [Open]

Conference Presentations


  1. Javornik A, Rogers Y, Gander D, Moutinho A (2017). MagicFace: Stepping into Character through an Augmented Reality Mirror.. CHI '17 Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems. pp. 4838-4849.

  2. 2016

  3. Javornik A, Rogers Y, Moutinho AM, Freeman R (2016). Revealing the Shopper Experience of Using a "Magic Mirror" Augmented reality Make-Up Application. Designing Interactive Systems DIS '16. Vol. 2016, pp. 871-882.