Working Paper: Virtual Reality: Real Virtual? Consumer Decision Making, Structure, and Justification in Virtual Decision Environments
Published: Mar 26, 2019
Abstract
Virtual Reality (VR) technologies are presumed to affect the future of product customization architectures (PCAs). The objective of this research is to investigate the effect of virtual (relative to non-virtual) PCAs on consumer decision making, structure, and justification. In one laboratory experiment this research demonstrates that virtual relative to non-virtual PCAs increase consumers’ choice confidence with regard to the customized product...
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