New Media Technology Market Emergence: the Implication of Imagination Processes

This study investigates how virtual reality (VR)-content emerges and builds the market. We follow the early mobilization of VR-content among multiple actors within the market. Findings reveal that different forms of imagination among multiple actors drive the growth of VR-content. Imagined market futures contain both positive and negative implications.



Citation:

Kelley Cours Anderson (2020) ,"New Media Technology Market Emergence: the Implication of Imagination Processes ", 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: 188-189.

Authors

Kelley Cours Anderson, Texas Tech University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Featured

P9. Gift Budget Adherence and Price Discounts

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Featured

N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

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.