Search results for "immersive room"

Comparison of immersive room and virtual reality, through the consumption episode "Eating a sandwich in a park"

2020

International audience; Conventional approaches for consumers’ tests, CLT and HUT, lead respectively to a high either internal or external validity. In recent years, several immersive approaches have been developed to achieve both internal and external validity at the same time, i.e. environments close to actual consumption context while keeping parameters under control. Virtual reality (VR) is one of the most promising one.In this study, we assess two immersive strategies in terms of internal and external validity for a consumption episode “having a sandwich for lunch in a park”. The two experimental conditions were an immersive room (N = 57, Fig. 1) and a VR environment (N = 55, Fig. 2). …