Study 1—Consumers’ Response to Structural Cues

Generoso Branca ()
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Generoso Branca: Bocconi University

Chapter 6 in Virtual Reality, Real Intentions, 2025, pp 81-87 from Springer

Abstract: Abstract Study 1 tests whether consumers evaluate structural packaging cues, manipulated as glass bottle, carton pack, and plastic bottle, similarly in Virtual Reality (VR) and physical reality across six outcomes. Results show no statistically significant between-condition differences overall for the structural manipulations. Minor divergences emerge for the glass bottle on perceived sustainability and attitude toward packaging, but the relative preference structure remains stable. Across both environments, the ranking is consistent for perceived sustainability and the remaining outcomes. The glass bottle is preferred over the carton pack, and the plastic bottle consistently scores the lowest. Overall, evaluations are largely comparable across VR and physical reality, supporting VR for comparative assessment of material cues, although the touch/weight cues are still absent in VR.

Date: 2025
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DOI: 10.1007/978-3-032-10142-6_6

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