Virtual Touch Facilitates Psychological Ownership of Products in Virtual Reality

This research documents the vicarious haptic effect in virtual reality. Observing a virtual touch affects consumers’ psychological ownership and product valuation, due to a felt sense of body ownership of a virtual limb. The effect occurs when the vicarious touch is presented with an egocentric as opposed to allocentric orientation.



Citation:

Andrea Webb Luangrath, Joann Peck, William Hedgcock, and Yixiang Xu (2020) ,"Virtual Touch Facilitates Psychological Ownership of Products in Virtual Reality", 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: 868-873.

Authors

Andrea Webb Luangrath, University of Iowa, USA
Joann Peck, University of Wisconsin - Madison, USA
William Hedgcock, University of Minnesota, USA
Yixiang Xu, University of California Berkeley, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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