Visual information density in AR commerce: cognitive responses to professional sport jerseys.

Introduction: Augmented reality (AR)-based commerce environments increasingly encourage users to actively inspect visually complex products rather than passively view them. In sport merchandize contexts, professional team jerseys containing multiple sponsor logos represent visually dense products that may shape perceptual and cognitive responses during immersive product evaluation. This study examines how variations in visual sponsor logo density on professional team jerseys are associated with perceived visual clutter, attention, arousal, and attitudes toward the jersey in an AR-based shopping environment. Methods: A between-subject experimental design was employed in which 78 participants viewed professional baseball jerseys containing either low or high levels of sponsor logo density within an AR shopping environment. The data were analyzed using analysis of variance. Results: Jerseys containing higher sponsor logo density generated significantly greater perceptions of visual clutter and produced significant differences in attention and arousal. No statistically significant differences emerged for attitudes toward the jersey. Discussion: The findings suggest that increased visual logo density primarily influences perceptual and cognitive processing during immersive AR-based product interaction, whereas overall evaluative impressions toward the product remain comparatively stable. The results further indicate that visually saturated product designs may shape experiential engagement more readily than broader attitudinal responses in immersive digital commerce contexts.