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- W4376608496 abstract "Consumer-oriented virtual reality (VR) brand experiences are becoming increasing popular despite the paucity of information about marketing best practices. This research describes a technique for embedding traditional psychometric measures into virtual environments that allows for the collection of data from consumers immersed in a simulated experience. Additionally, we provide proof-of-concept of this methodology by extending prior research findings in the embodied cognition literature to virtual environments. Specifically, our results demonstrate that temperature-related embodiment can be experienced by consumers immersed within a virtual world. The methodological, theoretical, and marketing implications of this research are discussed." @default.
- W4376608496 created "2023-05-17" @default.
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- W4376608496 date "2023-05-15" @default.
- W4376608496 modified "2023-10-18" @default.
- W4376608496 title "Into the matrix: collecting psychometric data from consumers immersed in virtual worlds" @default.
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- W4376608496 doi "https://doi.org/10.1080/10696679.2023.2202861" @default.
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