The comparability of consumers’ behavior in virtual reality and real life: A validation study of virtual reality based on a ranking task

The comparability or similarity of consumers’ behavior in virtual reality (VR) and in real life (RL) is indispensable to successfully take advantage of VR technology in consumer behavior (CB) research. This study investigated the comparability of participants’ behavior in a virtual environment and in RL to validate VR for data acquisition in CB research. Participants (N = 98) were randomly assigned to a RL condition or a VR condition in which...