Working Papers

Positive Effects from Negative Virtual Experiences: How Virtual Reality Can Be Used Effectively in Marketing

Kirk Kristofferson, Michelle E. Daniels, and Andrea C. Morales

Jul 20, 2018

Does VR boost consumers’ desire for the real-life experience? Four experiments show that content design is key: a reflexive response to emotional content – even if negative – drives immersion in the VR experience.

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