Changing consumer behaviour in virtual reality: A systematic literature review

Virtual Reality (VR) has evolved rapidly and has been increasingly used in research aimed at promoting behaviour change within consumer domains, particularly since the introduction of head-mounted displays (HMDs). The aim of this systematic review is to examine 1) the validity of VR in this type of...

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Autores principales:	Danny Taufik, Marvin C. Kunz, Marleen C. Onwezen
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Virtual reality Consumer behaviour Behaviour change Validity Interventions Experimental designs Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/898141ce05394809a9c9fa23d26c058d
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id	oai:doaj.org-article:898141ce05394809a9c9fa23d26c058d
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spelling	oai:doaj.org-article:898141ce05394809a9c9fa23d26c058d2021-12-01T05:04:04ZChanging consumer behaviour in virtual reality: A systematic literature review2451-958810.1016/j.chbr.2021.100093https://doaj.org/article/898141ce05394809a9c9fa23d26c058d2021-01-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958821000415https://doaj.org/toc/2451-9588Virtual Reality (VR) has evolved rapidly and has been increasingly used in research aimed at promoting behaviour change within consumer domains, particularly since the introduction of head-mounted displays (HMDs). The aim of this systematic review is to examine 1) the validity of VR in this type of research (i.e. is behaviour in VR accurately captured, compared to behaviour in real-life), and 2) the effectiveness of using VR as a tool to change behaviour in consumer domains. 24 articles (27 studies) are included in this review. The findings indicate that VR can potentially be validly used in consumer research aimed at behaviour change in a consumer setting, as findings in real-life were mostly replicated in VR (or vice versa), though the number of studies is relatively low and were mostly conducted in the food domain using student samples. Furthermore, studies which used VR as a behaviour change tool were generally effective in changing consumer behaviour in desired directions, more so than when less immersive (2D), equivalent treatments were used. Future research can focus on extending behavioural research frameworks to include VR in their scope and applying more interactive VR environments to more fully take advantage of VR possibilities for consumer research.Danny TaufikMarvin C. KunzMarleen C. OnwezenElsevierarticleVirtual realityConsumer behaviourBehaviour changeValidityInterventionsExperimental designsElectronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 3, Iss , Pp 100093- (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Virtual reality Consumer behaviour Behaviour change Validity Interventions Experimental designs Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	Virtual reality Consumer behaviour Behaviour change Validity Interventions Experimental designs Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Danny Taufik Marvin C. Kunz Marleen C. Onwezen Changing consumer behaviour in virtual reality: A systematic literature review
description	Virtual Reality (VR) has evolved rapidly and has been increasingly used in research aimed at promoting behaviour change within consumer domains, particularly since the introduction of head-mounted displays (HMDs). The aim of this systematic review is to examine 1) the validity of VR in this type of research (i.e. is behaviour in VR accurately captured, compared to behaviour in real-life), and 2) the effectiveness of using VR as a tool to change behaviour in consumer domains. 24 articles (27 studies) are included in this review. The findings indicate that VR can potentially be validly used in consumer research aimed at behaviour change in a consumer setting, as findings in real-life were mostly replicated in VR (or vice versa), though the number of studies is relatively low and were mostly conducted in the food domain using student samples. Furthermore, studies which used VR as a behaviour change tool were generally effective in changing consumer behaviour in desired directions, more so than when less immersive (2D), equivalent treatments were used. Future research can focus on extending behavioural research frameworks to include VR in their scope and applying more interactive VR environments to more fully take advantage of VR possibilities for consumer research.
format	article
author	Danny Taufik Marvin C. Kunz Marleen C. Onwezen
author_facet	Danny Taufik Marvin C. Kunz Marleen C. Onwezen
author_sort	Danny Taufik
title	Changing consumer behaviour in virtual reality: A systematic literature review
title_short	Changing consumer behaviour in virtual reality: A systematic literature review
title_full	Changing consumer behaviour in virtual reality: A systematic literature review
title_fullStr	Changing consumer behaviour in virtual reality: A systematic literature review
title_full_unstemmed	Changing consumer behaviour in virtual reality: A systematic literature review
title_sort	changing consumer behaviour in virtual reality: a systematic literature review
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/898141ce05394809a9c9fa23d26c058d
work_keys_str_mv	AT dannytaufik changingconsumerbehaviourinvirtualrealityasystematicliteraturereview AT marvinckunz changingconsumerbehaviourinvirtualrealityasystematicliteraturereview AT marleenconwezen changingconsumerbehaviourinvirtualrealityasystematicliteraturereview
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Changing consumer behaviour in virtual reality: A systematic literature review

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