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
Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study
Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School
R3. In Experiences We Trust: From Brand-centric Experiences to Experience-centric Brands
Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver
Mistaking the Journey for the Destination: Overestimating the Fruits of (More) Labor
Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA