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.
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.
Helen Chun, Cornell University, USA
Eunsoo Baek, Hong Kong Polytechic University
Deborah MacInnis, University of Southern California, USA
NA - Advances in Consumer Research Volume 48 | 2020
“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
Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns
Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg
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