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Review
. 2019 Jul 5:10:1530.
doi: 10.3389/fpsyg.2019.01530. eCollection 2019.

Virtual Reality in Marketing: A Framework, Review, and Research Agenda

Mariano Alcañiz  1 , Enrique Bigné  2 , Jaime Guixeres  1
Affiliations
Review

Virtual Reality in Marketing: A Framework, Review, and Research Agenda

Mariano Alcañiz et al. Front Psychol. .

Abstract

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.

Keywords: 3D user interface; consumer neuroscience; e-commerce; marketing; presence; psychophysiological assessment; virtual commerce; virtual reality.

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Figures

FIGURE 1
FIGURE 1
Classification for contents in VEM.
FIGURE 2
FIGURE 2
Methodological framework for VEM.
See this image and copyright information in PMC

References

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