The Telepresence Effect: Changing Attitudes Via Virtual Tours in Marketing Communications
Virtual online tours enable a consumer to immerse themselves in environments without physically being in them, usually in the hopes of encouraging positive attitudes toward the advertiser. Two studies demonstrate how consumer and advertiser interactivity, unique to virtual tours, leads to telepresence (e.g., immersion), which then leads to positive attitudes.
Nathalie Spielmann, Antonia Mantonakis, Barry J. Babin, and Aikaterina Manthiou (2016) ,"The Telepresence Effect: Changing Attitudes Via Virtual Tours in Marketing Communications", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 759-759.
Nathalie Spielmann, NEOMA Business School, France
Antonia Mantonakis, Brock University, Canada
Barry J. Babin, Louisiana Tech University, USA
Aikaterina Manthiou, NEOMA Business School, France
NA - Advances in Consumer Research Volume 44 | 2016
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Uncertain Reward Campaigns Impact Product Size Choices
Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University
Stacy Wood, North Carolina State University