The main aim of the article is to compare the impact of holographic and traditional advertising on such elements of consumer behaviour as emotions, cognitive evaluation, purchase intention and price sensitivity of the presented product. A historical overview of the processes of creating images and advertisements with a holographic effect is also presented. The results of the conducted research clearly show that holographic advertising evokes much stronger positive emotions to the presented brands and products than traditional advertising in the form of a 2D poster. It is similar in the case of purchase intention – holographic advertising causes consumers to show a much higher willingness to purchase the product compared to those consumers who were presented with the traditional version of the advertisement. In the case of price sensitivity, studies have shown that holographic advertising lulls the vigilance of consumers by strongly weakening this sensitivity. Consumers are willing to pay more for the advertised product compared to people who were presented with the same product in the form of a poster.