From my standpoint: How visual perspective affects visual experiences

Carlos Bauer, Kevin L. Sample and Julio Sevilla

Journal of Retailing, 2026, vol. 102, issue 2, 482-497

Abstract: Considered the next iteration of the internet, the metaverse is where the digital and physical worlds converge. Metaverse retail allows for the interaction between retailers and customers’ digital representations. During these interactions, retailers must procure opportunities to engage with customers. Using different visual stimuli to capture attitudinal and behavioral responses, we show the importance of strategically aligning visual perspective – or the approach used to place consumers in a digital experience – across digital offerings. Specifically, individuals may be assigned to observe an experience from a third-person perspective – where avatars are salient – compared to a first-person visual perspective – where avatars are generally absent. In general, our results show that in transactional interactions, individuals prefer visual experiences where the avatar is absent. However, these results are bounded by product type and product assortment. We also establish the mediating role of perceived immersion. Theoretical and managerial takeaways to maximize a digital visual experience are offered.

Keywords: Visual perspective; Virtual reality; Metaverse, Immersion (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:102:y:2026:i:2:p:482-497

DOI: 10.1016/j.jretai.2025.02.001

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