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RESEARCH PRODUCT
Virtual Reality in Marketing: A Framework, Review, and Research Agenda
Enrique BignéMariano AlcañizJaime Guixeressubject
EXPRESION GRAFICA EN LA INGENIERIAlcsh:BF1-990Sense of presenceVirtual commerceE-commerceE-commerceReviewVirtual realityVirtual realityconsumer neuroscienceConsumer neurosciencepsychophysiological assessment0502 economics and businessPresencePsychologye-commerceMarketingpresenceGeneral PsychologyMarketingbusiness.industry05 social sciencesPsychophysiological assessmentMixed realityConsumer experiencelcsh:PsychologyConceptual frameworkvirtual commercemarketing3D user interfacevirtual reality050211 marketingAugmented realityConsumer neurosciencebusinessPsychology050203 business & managementdescription
[EN] Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in marketing. This article reviews the literature on XRs in marketing, and provides a conceptual framework to organize this disparate body of work.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2019-07-05 | Frontiers in Psychology |