Virtual Reality in Marketing: Consumer and Product Research

Generoso Branca ()
Additional contact information
Generoso Branca: Bocconi University

Chapter 2 in Virtual Reality, Real Intentions, 2025, pp 7-27 from Springer

Abstract: Abstract This chapter explores Virtual Reality (VR) as a marketing platform and research environment, defining core constructs and mapping key elements relevant to consumer and product studies. It outlines VR’s growth and applications, especially in retail and shopping, where immersive, interactive experiences can shape evaluation and choice. The review synthesizes how VR has been used to study consumers and products, detailing definitions, methodological options, and implications. It then evaluates VR’s role in empirical research, as a stand-alone tool or in hybrid designs, and contrasts VR with alternative experimental conditions, highlighting advantages and practical constraints. Evidence from product and shopping studies indicates that VR can elicit consumer responses broadly comparable to those observed in physical settings, despite current limitations (e.g., limited haptics), supporting its validity as a setting for consumer research and product evaluation. The chapter closes with a summary of selected literature and the implications for the volume’s study design, establishing the conceptual and methodological foundations for the subsequent chapters comparing packaging evaluations in VR and physical reality across structural, haptic, and visual cues.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-032-10142-6_2

Ordering information: This item can be ordered from
http://www.springer.com/9783032101426

DOI: 10.1007/978-3-032-10142-6_2

Access Statistics for this chapter

More chapters in International Series in Advanced Management Studies from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().