 In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptionsKelley Cours Anderson and Debra A. Laverie Journal of Retailing and Consumer Services, 2022, vol. 67, issue C Abstract: Virtual reality (VR) is an exciting technology that offers great promise as a novel promotional tool. The notion that promotional tools can signal brand quality to consumers is supported in the literature, but the impact for products when brand signals are not paramount is less understood. We use a mixed-method approach to explore how VR-content influences consumers' quality perceptions for products where branding is less relied upon. Findings from a qualitative study reveal that the perception of VR-content's innovativeness acts as a heuristic to signal product quality for unbranded property products. Results from two quasi-experimental studies reveal that while industry-perceived innovative VR-content may not signal consumers' product quality perceptions, consumers' perception of media innovativeness can signal product quality for the offering and increase purchase intentions. Theoretical and managerial implications are discussed. Keywords: Virtual reality; Signaling theory; Unbranded products; Innovative marketing; Product quality; Consumer-based strategy (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922000704 DOI: 10.1016/j.jretconser.2022.102977 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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