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Using virtual reality to increase charitable donations

Author

Listed:
  • Kirk Kristofferson

    (Western University)

  • Michelle E. Daniels

    (Culverhouse College of Business, University of Alabama)

  • Andrea C. Morales

    (Arizona State University)

Abstract

Marketer interest in using virtual reality (VR) as a persuasion tactic continues to rise. Notably, one sector at the forefront of utilizing this tactic for persuasive means is nonprofit marketing. Many charities have devoted considerable resources to creating VR appeals under the assumption that this medium will increase donations over and above present tactics. However, research has not yet examined the persuasive consequences VR may provide over more traditional channels. This research seeks to understand the opportunities and limitations this emerging tactic can offer marketers. Specifically, we examine the donation effectiveness of three real VR charitable appeals by assessing actual donation behaviors, and find that VR appeals increase donations compared to a two-dimensional (2D) format. This work addresses a timely and relevant issue for practitioners and opens doors to future research investigating VR’s applications to marketing.

Suggested Citation

  • Kirk Kristofferson & Michelle E. Daniels & Andrea C. Morales, 2022. "Using virtual reality to increase charitable donations," Marketing Letters, Springer, vol. 33(1), pages 75-87, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09601-8
    DOI: 10.1007/s11002-021-09601-8
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    References listed on IDEAS

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    Cited by:

    1. Kim, Minseong & Kim, Jihye, 2024. "From empathetic hearts to digital hands: A study of compassion and donation behavior in social media advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    3. Tanase Ionuț & Barbu Lucia Nicoleta & Rusu Georgiana & Prelipcean Mihai, 2024. "The Role of Genuine Human Faces and Social Presence in Charitable Websites," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 1090-1102.
    4. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
    5. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

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