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EMAC 2020 Annual Conference

Influence of haptic feedback on the perception of product placement in a Virtual Reality simulation

Published: May 27, 2020


Marcin Awdziej, Kozminski University; Jolanta Tkaczyk, Kozminski University; Filip Grudzewski, Kozminski University


product placement ; haptic feedback ; Virtual Reality


Product or brand placement is popular marketing communication practice, providing marketers with opportunities to counter clutter, advertising avoidance by consumers, and the fragmentation of audiences. Virtual reality (VR) simulations provide new environment for creative placement of products and brands, which can be experienced by consumers with senses of sight, hearing and recently- touch. This paper presents the results of experimental study that aimed to investigate the relationships between the presence of haptic feedback in VR simulation and consumers’ evaluations of brand placed in simulation, simulation, and fit between simulation and brand placement. The results indicate that the presence of haptic feedback does not impact noticeability of brand placement, but affects evaluation of simulation’s attractiveness. The evaluation of brand and brand- simulation fit depended on the presence of haptic feedback only in the case of male participants.