Virtual Reality, Real Intentions

Generoso Branca ()
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Generoso Branca: Bocconi University

in International Series in Advanced Management Studies from Springer, currently edited by Alberto Pastore

Date: 2025
ISBN: 978-3-032-10142-6
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Chapters in this book:

Ch 1 Introduction

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Ch 2 Virtual Reality in Marketing: Consumer and Product Research

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Ch 3 Packaging Design, Sustainability and the Consumer Perspective

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Ch 4 Research Design and Methodology

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Ch 5 Preliminary Study and Main Experiments Procedure

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Ch 6 Study 1—Consumers’ Response to Structural Cues

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Ch 7 Study 2—Consumers’ Response to Haptic Cues

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Ch 8 Study 3—Consumers’ Response to Visual Cues

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Ch 9 Discussions, Implications, and Limitations of the Research

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Ch 10 Conclusions

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DOI: 10.1007/978-3-032-10142-6

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