Glimpse Into the Future Experience: When Is Virtual Reality Sampling Beneficial?

This research examines the effect of sampling future experiences through VR on enhancing consumers’ mental involvement and the ability to conjure up stories about consumption experiences. We demonstrate that the facilitative effect of VR depends on the type of experience, individual differences, and the perspective-taking prompted during the sampling process.



Citation:

Helen Chun, Eunsoo Baek, and Deborah MacInnis (2020) ,"Glimpse Into the Future Experience: When Is Virtual Reality Sampling Beneficial?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1032-1037.

Authors

Helen Chun, Cornell University, USA
Eunsoo Baek, Hong Kong Polytechic University
Deborah MacInnis, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More

Featured

Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg

Read More

Featured

Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, 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.