Using Virtual Reality to Increase Advice Compliance: the Role of Enhanced Engagement

We examine the efficacy of virtual reality (VR) on improving advice-compliance through three experiments and found, 1) consumers have positive evaluations of advice received via VR, and 2) VR can create a more engaging experience, which enhances compliance. This research contributes to the nascent literature of VR in marketing.


Shirley S. Chen and Kyle B. Murray (2019) ,"Using Virtual Reality to Increase Advice Compliance: the Role of Enhanced Engagement", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 380-382.


Shirley S. Chen, University of Alberta, Canada
Kyle B. Murray, University of Alberta, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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