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.
Citation:
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.
Authors
Ruoou Li, University of South Carolina
Rafay A. Siddiqui, Santa Clara University
Ashwani Monga, Rutgers University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making
JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University
Featured
Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment
Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada
Featured
R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)
Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA