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EMAC 2021 Annual Conference

Coolness Factor in Virtual Reality Motion Picture Context

Published: May 25, 2021


Mariana Rodrigues, ISCTE - Instituto Universitário de Lisboa; Sandra Maria Correia Loureiro, ISCTE-Instituto Universitário de Lisboa, BRU-Business Research Unit; Lisbon, Portugal


This study aims to explore whether virtual reality can be more effective than traditional 2D in influencing empathy, sympathy, movie coolness and word-of-mouth. To achieve this aim, we used a factorial design 2 (movie story: documentary, animation) x 2 (technology format: 2D, VR) between-subjects experiment approach. The movies chosen followed the criterion of both VR and 2D counterparts are available in the market and are the same in terms of story plot, visual elements, and characters. Findings reveal the combined effects of technological format and movie genre have a significant influence on coolness perception. Empathy influences movie coolness and these, in turn, predict word-of-mouth.