The Effects of Virtual Reality (VR) on Consumers’ Reality
In this dissertation, I explore an unintended downside of Virtual Reality (VR) in marketing practice. I find that despite firms’ intention to use VR as a gateway experience to future consumption in reality, the same experience delivered in VR (vs. non-VR) mode lowers consumers’ subsequent desire for...
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| Language: | English |
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2021
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| Online Access: | https://doi.org/10.7916/d8-5fzf-4q07 |