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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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