Year: 2019
Type: review
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.
Source: Frontiers in Psychology
Authors: Mariano Alcañiz, Enrique Bigné, Jaime Guixeres
Institutions: Universitat Politècnica de València, Universitat de València
Language: English
Subfield: Human-Computer Interaction
Field: Computer Science
Domain: Physical Sciences
Open Access status: gold
Estimated APC paid: $2,950
Awards: G1515206938, G2001806450, G3246315329, G3345895242, G3883153271, G4937468798, G499316264, modelling and pRedicting Human decision-making Using Measures of subconscious Brain processes through mixed reality interfaces and biOmetric signals, G6976845681, G7735027310, G7984235579, G8005054536, G8512683158
OpenAlex ID: W2951440501