“Too true to be good?” when virtual reality decreases interest in actual reality

By Xiaoyan Deng, H. R. Unnava, Hyojin Lee. Journal of business research, 2019

112 citations recorded by the source corpus.

Abstract Virtual Reality (VR) technologies enable marketers to design websites that simulate experiential consumption (e.g., museum visits, leisure travel) closely. While the motivation for employing VR-style websites is to attract people to consume the experience in real life, we proposed and found that VR-style (vs. traditional) websites may dissuade them from future consumption (Study 1). We argued that perceived similarity between virtual and real experiences mediates this negative effect. Study 2 suggested that because people's enduring involvement with a product determines their ability to discriminate well between episodes of product experience, it causes variation in both perceived similarity and consumption intention, with the former mediating the latter. Study 3 showed that this negative effect reversed in experiences in which perceived similarity was low. Study 4 demonstrated that this negative effect disappeared when perceived similarity is irrelevant to the consumption decision, for example, when the decision is whether or not to recommend the experience to a friend.

Subfields: Literature and Literary Theory, Marketing, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/b1385b4c2cc2419aea34f321d5848df824aa0165

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Graeme McLean
2. Mansour A. Alyahya
3. Timothy Hyungsoo Jung

In Marketing

1. Graeme McLean
2. Timothy Hyungsoo Jung
3. O. Kwon
4. Mansour A. Alyahya

In Human-Computer Interaction

1. Graeme McLean
2. Mansour A. Alyahya
3. Timothy Hyungsoo Jung
4. O. Kwon

Citations in the corpus

• Examining Tourism Consumers’ Attitudes and the Role of Sensory Information in Virtual Reality Experiences of a Tourist Destination (2021, background): “…consumer involvement (Flavián, Ibáñez-Sánchez, and Orús 2019), offer lifelike authentic experiences (M. J. Kim, Lee, and Jung 2020; Deng, Unnava, and Lee 2019), provide enjoyable experiences (Israel, Zerres, and Tscheulin 2019), and influence consumer attitudes and behaviors (Li and Chen 2019).”
• The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective (2020, background): “Perceived immersion was positively influenced by vividness in a study of AR technology in e-commerce [42] and of the learning effect in virtual game worlds [134].”