When Virtual Reality Backfires on Reality: Vr Reduces High Sensation Seekers’ Desire For Stimulation

Studying the downside of Virtual Reality (VR) experiences, we find that providing stimulation in VR decreases highly sensation-seeking consumers’ subsequent preference for similar, stimulating consumption activities and advertisements in physical reality. The effect is mitigated when experiences in virtual and physical reality satisfy dissimilar (vs. similar) consumer needs.


Youjung Jun, Jaeyeon Chung, and Gita Venkataramani Johar (2019) ,"When Virtual Reality Backfires on Reality: Vr Reduces High Sensation Seekers’ Desire For Stimulation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 217-221.


Youjung Jun, Columbia University, USA
Jaeyeon Chung, Rice University, USA
Gita Venkataramani Johar, Columbia University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


J12. The Influence of Pet-Ownership on Consumer Behavior

Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More


Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More


A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.