The Path From Innovative Marketing Medium to Value-Creation: an Experience in Virtual Reality

We aim to understand how innovative marketing mediums influence value-creation. We explore this question in the context of virtual reality tours in the real estate industry. As a result, we propose a process model of how consumers’ use of innovative marketing mediums co-create value.



Citation:

Kelley Cours Anderson, Hans Hansen, and Debra A. Laverie (2019) ,"The Path From Innovative Marketing Medium to Value-Creation: an Experience in Virtual Reality", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 433-437.

Authors

Kelley Cours Anderson, Texas Tech University, USA
Hans Hansen, Texas Tech University, USA
Debra A. Laverie, Texas Tech University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More

Featured

R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

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.