Study 3—Consumers’ Response to Visual Cues

Generoso Branca ()
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Generoso Branca: Bocconi University

Chapter 8 in Virtual Reality, Real Intentions, 2025, pp 97-103 from Springer

Abstract: Abstract Study 3 tests visual packaging cues, namely green, beige, and the blue baseline, across Virtual Reality (VR) and physical reality on six outcomes. Results show no statistically significant between-condition differences across the outcomes, supporting the similarity hypothesis for visual manipulations. Within conditions, color effects are weak and often non-significant. Overall, color exerts limited influence relative to structural and haptic cues and does not seem to shift consumer responses in this context. These findings reinforce VR’s suitability for testing visual cues while suggesting that color alone is a comparatively weak lever for eco-related evaluations.

Date: 2025
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DOI: 10.1007/978-3-032-10142-6_8

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