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Beyond virtual reality: identifying functional and perceptual drivers of immersive negotiation training adoption in B2B sales

Year: 2026

Type: article

Abstract: Despite growing investments in artificial intelligence and virtual reality, immersive negotiation training (INT) remains underutilized in sales practice. Drawing on in-depth interviews with sales professionals with and without prior INT experience, we identify the functional and perceptual drivers shaping both initial adoption and sustained engagement. The findings reveal that while traditional technology acceptance models primarily emphasize cognitive evaluations, engagement with INT is critically shaped by socio-emotional mechanisms. We propose a framework that conceptualizes adoption as a multi-stage process linking system design, socio-emotional mechanisms, and user experience, offering actionable implications for designing scalable immersive learning solutions in B2B sales contexts.

Source: The Journal of Marketing Theory and Practice

DOI: 10.1080/10696679.2026.2743750

Authors: Stephanie Jordan, Maximilian Friess, Barbara Dannenmann, Jörg Westphal, Deva Rangarajan, Alexander H. Kracklauer

Institutions: Neu-Ulm University of Applied Sciences, University of Bayreuth, Universität Koblenz, Institut d'Economie Scientifique Et de Gestion

Language: English

Topic: Virtual Reality Applications and Impacts

Subfield: Human-Computer Interaction

Field: Computer Science

Domain: Physical Sciences

Open Access status: hybrid

OpenAlex ID: W7222981886

FWCI:

Cites: 73

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