FROM IMMERSION TO IMPACT: DRIVING CONSUMER CONNECTIONS AND DECISIONS IN VIRTUAL REALITIES
(A2025-126145)

AUTHORS

Jason DiPalma, Aarhus University; Darius-Aurel Frank, Aarhus University; David Finken, ETH Zurich - Chair of Technology Marketing; Lars Grewe, University of Münster

ABSTRACT

Darius-Aurel Frank, David Finken, Lars Grewe, Jason DiPalma Technological advancements make it possible to connect physical and digital environments shifting the way brands and firms interact and transact with consumers (Barrera & Shah, 2023). This special session investigates how virtual reality (VR) shapes various consumer behavior measures in digital commerce and service contexts. Specifically, this session offers detailed insights into the multifaceted impacts of consumer behavior, emotional engagement, and virtual interactions. These observations offer valuable implications for managers, highlighting the potential of a future increasingly shaped by virtual experiences. Methodologically, the papers employ online and lab experiments conducted with the newest VR technology to ensure the highest level of fidelity. This session contributes to four key areas of marketing research: consumer-technology interactions, prosocial behavior, avatar-mediated service encounters , and metaverse environments. We hope this session sparks future exploration of extended realities within marketing research and other academic domains. Project one, "Exploring Consumer Decision-Making at Virtual Points of Sale: The Impact of Immersion,” by Darius-Aurel Frank, Jason DiPalma, Ken Pfeuffer, & Fabian Buder, explores how immersive interaction modalities, specifically hand- and eye-tracking, impact consumer behavior at the virtual point of sale. Results reveal that immersion enhanced through eye-tracking interactions significantly increase consumers’ actual spending and engagement, despite similar initial spending intentions. These findings offer theoretical insights and practical guidance for leveraging novel interaction paradigms in virtual retail. Project two, “Feeling The Presence? Virtual Reality Motivates Consumers to Act More Prosocial,” by David Finken, Rebecca Chae, Tim Doering, & Niki Fairchild Azevedo, find that institutions struggle to encourage consumer contributions to greater good initiatives. This research shows that VR can motivate prosocial behavior by creating a sense of presence in an environment. Two studies support this, showing VR’s potential to enhance motivation and donation behavior. Project three, “Service Delivery in the Metaverse: Understanding Emotional Contagion when frontline employees serve customers through avatars,” by Lars Grewe & Thorsten Hennig-Thurau, examines emotional contagion in VR service encounters. We find that (1) emotional contagion occurs in VR services, (2) compared to Zoom, VR enables higher social presence while lacking in employee authenticity, which both enable emotional contagion, and (3) face/eye tracking in VR can increase employee authenticity. Project four, “From Virtual Touch to Real Impact: Understanding Consumer Behavior in Digital Commerce through Interaction Modalities,” by Jason DiPalma, Darius-Aurel Frank, Ekaterina Salnikova, & Ken Pfeuffer, investigates how interaction modalities in metaverse retail impact consumer behavior. Study 1 shows controllers enhance perceived control, boosting shopping likelihood. Study 2 finds upon VR immersion, free-hand interaction improves experiences and shopping likelihood, highlighting the importance of interaction modality in shaping consumer responses to virtual shopping environments.