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Studying Consumer Emotions and Purchase Preferences in a Virtual Reality Environment: A Bibliometric Analysis

Author

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  • Biercewicz Konrad

    (Institute of Management, Faculty of Economics, Finance and Management, University of Szczecin, Cukrowa 8, 71-004 Szczecin, Poland)

  • Włodarczyk Katarzyna

    (Institute of Management, Faculty of Economics, Finance and Management, University of Szczecin, Cukrowa 8, 71-004 Szczecin, Poland)

  • Wiścicka-Fernando Małgorzata

    (Institute of Management, Faculty of Economics, Finance and Management, University of Szczecin, Cukrowa 8, 71-004 Szczecin, Poland)

Abstract

This study conducts a bibliometric analysis to explore the relationship between consumer emotions and purchase preferences within a Virtual Reality (VR) environment. Utilizing data from the Web of Science and Scopus databases, the research employs a structured literature review (SLR) approach to identify and analyze relevant academic literature. Custom queries were used to extract data on specific keywords, titles, and abstracts, which were then processed using VOSviewer software to generate bibliometric maps. The findings highlight significant but fragmented coverage of the intersection between VR and consumer emotions, underscoring a gap in integrated studies within this domain. The study identifies distinct research clusters in VR applications, including user experience and cognitive load, and emphasizes the need for further interdisciplinary research to enhance understanding and practical application of VR in influencing consumer behavior and emotions. This analysis provides valuable insights for academics and practitioners aiming to leverage VR for improved consumer engagement and decision-making.

Suggested Citation

  • Biercewicz Konrad & Włodarczyk Katarzyna & Wiścicka-Fernando Małgorzata, 2024. "Studying Consumer Emotions and Purchase Preferences in a Virtual Reality Environment: A Bibliometric Analysis," Marketing of Scientific and Research Organizations, Sciendo, vol. 52(2), pages 105-128.
    • Handle: RePEc:vrs:mosaro:v:51:y:2024:i:2:p:105-128:n:1006
    DOI: 10.2478/minib-2024-0012
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    References listed on IDEAS

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    1. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    2. Thomas P. Novak & Donna L. Hoffman, 2009. "The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 56-72, June.
    3. Gaur, Sanjaya S. & Herjanto, Halimin & Makkar, Marian, 2014. "Review of emotions research in marketing, 2002–2013," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 917-923.
    4. Weinberg, Peter & Gottwald, Wolfgang, 1982. "Impulsive consumer buying as a result of emotions," Journal of Business Research, Elsevier, vol. 10(1), pages 43-57, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    consumer; emotion; Virtual Reality; VOSviewer; merchandising; bibliometric analysis; konsument; emocje; wirtualna rzeczywistość; VOSviewer; merchandising; analiza bibliometryczna;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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