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“Too true to be good?” when virtual reality decreases interest in actual reality

Author

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  • Deng, Xiaoyan
  • Unnava, H. Rao
  • Lee, Hyojin

Abstract

Virtual Reality (VR) technologies enable marketers to design websites that simulate experiential consumption (e.g., museum visits, leisure travel) closely. While the motivation for employing VR-style websites is to attract people to consume the experience in real life, we proposed and found that VR-style (vs. traditional) websites may dissuade them from future consumption (Study 1). We argued that perceived similarity between virtual and real experiences mediates this negative effect. Study 2 suggested that because people's enduring involvement with a product determines their ability to discriminate well between episodes of product experience, it causes variation in both perceived similarity and consumption intention, with the former mediating the latter. Study 3 showed that this negative effect reversed in experiences in which perceived similarity was low. Study 4 demonstrated that this negative effect disappeared when perceived similarity is irrelevant to the consumption decision, for example, when the decision is whether or not to recommend the experience to a friend.

Suggested Citation

  • Deng, Xiaoyan & Unnava, H. Rao & Lee, Hyojin, 2019. "“Too true to be good?” when virtual reality decreases interest in actual reality," Journal of Business Research, Elsevier, vol. 100(C), pages 561-570.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:561-570
    DOI: 10.1016/j.jbusres.2018.11.008
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    Citations

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    Cited by:

    1. Anderson, Kelley Cours & Laverie, Debra A., 2022. "In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Kim, Yunju & Lee, Heejun, 2024. "Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch," Journal of Business Research, Elsevier, vol. 179(C).
    3. Zeng, Guojun & Cao, Xinning & Lin, Zhibin & Xiao, Sarah H., 2020. "When online reviews meet virtual reality: Effects on consumer hotel booking," Annals of Tourism Research, Elsevier, vol. 81(C).
    4. Yanfang Zeng & Lihua Liu & Rui Xu, 2022. "The Effects of a Virtual Reality Tourism Experience on Tourist’s Cultural Dissemination Behavior," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, March.
    5. Loureiro, Sandra Maria Correia & Guerreiro, João & Japutra, Arnold, 2021. "How escapism leads to behavioral intention in a virtual reality store with background music?," Journal of Business Research, Elsevier, vol. 134(C), pages 288-300.
    6. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    7. Maksim Godovykh & Carissa Baker & Alan Fyall, 2022. "VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-11, February.
    8. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    9. Kim, Gwia & Jin, Byoungho & Shin, Daeun Chloe, 2022. "Virtual reality as a promotion tool for small independent stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Mokras-Grabowska Justyna & Mroczek-Żulicka Aleksandra & Olasik Marta, 2022. "New Meanings of Computer-Based Entertainment and Communication among Students in Poland During the COVID-19 Pandemic," Quaestiones Geographicae, Sciendo, vol. 41(4), pages 5-17, December.
    11. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    12. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.

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