Positive Effects From Negative Virtual Experiences: How Virtual Reality Can Be Used Effectively in Marketing
While advertisers, content designers and hardware producers have begun pushing virtual reality technology to consumers, no research has examined consequences of using this medium for marketing. This research examines perceptual factors and processes that drive consumer immersion in virtual reality and the downstream marketing consequences.
Kirk Kristofferson, Michelle Daniels, and Andrea Morales (2016) ,"Positive Effects From Negative Virtual Experiences: How Virtual Reality Can Be Used Effectively in Marketing ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 524-525.
Kirk Kristofferson, Arizona State University, USA
Michelle Daniels, Arizona State University, USA
Andrea Morales, Arizona State University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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