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

Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time

Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA

Read More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

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.