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



Share Proceeding

Featured papers

See More

Featured

L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism

Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

Trust No One. Verify Everything: Bitcoin

Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada

Read More

Featured

Do Altruistic Individuals "Share" More Contents on Social Media?

Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA

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.