Virtual Persuasion: The Power and Risk of VR in Modern Advertising

Yanyun Wang, Chen Crystal Chen and Michelle R. Nelson ()
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Yanyun Wang: University of Colorado
Chen Crystal Chen: University of Miami
Michelle R. Nelson: University of Illinois Urbana-Champaign

Chapter Chapter 11 in Rethinking Advertising, 2025, pp 185-208 from Springer

Abstract: Abstract Virtual Reality (VR) technologies, described as “simulated experiences similar to or completely different from the real world,” offer both significant opportunities and challenges for the advertising industry. On the positive side, VR has the potential to enhance empathy, emotional engagement, and interactivity, opening new avenues for advertisers to create compelling consumer experiences. Its ability to foster a strong sense of presence and deliver content in creative and immersive ways makes it a powerful tool for persuasion, enabling brands to connect with consumers on a deeper level. However, the immersive nature of VR also brings inherent risks, including psychological reactance, cognitive overload, motion sickness, and ethical concerns related to privacy and data security. To fully harness VR's potential while mitigating its drawbacks, brands need to balance these dynamics carefully. Strategies such as creating immersive experiences, co-developing content with customers, and redefining communication methods are crucial for maximizing VR’s benefits while minimizing risks. This chapter examines both the advantages and challenges of using VR in advertising, offering insights into how brands can ethically and effectively navigate this evolving digital landscape to ensure sustainable growth and build consumer trust.

Date: 2025
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DOI: 10.1007/978-3-031-86536-7_11

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