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

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