Virtual Reality and Options Selected (06-19-20)

Meissner and colleagues studied decision-making in virtual reality environments; their findings can be applied by anyone conducting research in virtual places or developing virtual retail spaces, for example. The research team reports that “With high-immersive virtual reality (VR) systems approaching mass markets, companies are seeking to better understand how consumers behave when shopping in VR. A key feature of high-immersive VR environments is that they can create a strong illusion of reality to the senses, which could substantially change consumer choice behavior compared to online shopping. We compare consumer choice from virtual shelves in two environments: (i) a high-immersive VR environment using a head-mounted display and hand-held controllers with (ii) a low-immersive environment showing products as rotatable 3-D models on a desktop computer screen. . . . The empirical results provide evidence that consumers in high-immersive VR choose a larger variety of products and are less price-sensitive. Choice satisfaction, however, did not increase in high-immersive VR.”

Martin Meissner, Jella Pfeiffer, Christian Peukert, Holger Dietrich, and Thies Pfeiffer.  2020.  “How Virtual Reality Affects Consumer Choice.”  Journal of Business Research, vol. 117, pp. 219-231,