Virtual Reality, Real Intentions
Consumers’ Evaluation of Product Packaging in Immersive Environments
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Beschreibung
This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging’s structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.
This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging’s structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.
Empirically compares packaging evaluations in VR and PR environments Systematically tests structural, haptic, and visual packaging cues Practically informs product development using immersive technologies
Autor*in
Generoso Branca
Themen in »Virtual Reality, Real Intentions«
Virtual Reality packaging research Consumer behavior in immersive environments Sustainable packaging evaluation Product testing in VR vs PR Packaging design and marketing Experimental marketing methods Haptic and visual packaging cues VR applications in product development