Virtual Reality Promotes Patience

Marketers are increasingly relying on Virtual Reality (VR) to encourage consumer purchases. We demonstrate that VR backfires by increasing patience for hedonic experiences. This is because VR creates an illusion of having engaged in an experience and thus makes it more difficult to justify consuming it immediately in real life.


Ruoou Li, Rafay A. Siddiqui, and Ashwani Monga (2021) ,"Virtual Reality Promotes Patience", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 458-459.


Ruoou Li, University of South Carolina
Rafay A. Siddiqui, Santa Clara University
Ashwani Monga, Rutgers University


NA - Advances in Consumer Research Volume 49 | 2021

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