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- W4285147969 abstract "Good adverts (ads) attract consumers and create a lasting and positive impression about a brand. Television has for years been the medium of choice for ads. Now, new digital innovations such as virtual reality (VR), a more immersive and engaging 3D digital representation of reality, allow for a first-person interactivity that television lacks, leading to a greater feeling of non-mediated “presence”. Advertisers can take advantage of VR’s unique characteristics to grow brand affinity and increase purchase. The Hierarchy of Effects model has traditionally been used to understand the decision-making journey of the consumer, from product awareness to purchase. Few attempts have been made to apply this model to VR. We suggest that the application of the Hierarchy of Effects model to VR ads can provide unique insights into the consumer’s process of thinking, feeling, and conation, towards brand affinity. The insights obtained should lead to more effective advertising strategies that would assist in predicting consumer behaviour. We offer suggestions with relevance for the global and African contexts." @default.
- W4285147969 created "2022-07-14" @default.
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- W4285147969 creator A5064405581 @default.
- W4285147969 date "2022-01-01" @default.
- W4285147969 modified "2023-10-18" @default.
- W4285147969 title "Advertising in Virtual Reality: A Hierarchy of Effects Paradigm" @default.
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- W4285147969 doi "https://doi.org/10.1007/978-3-030-88678-3_11" @default.
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