@article{PfeifferMeißnerDietrichetal.2020,
  author    = {Pfeiffer, Thies and Meißner, Martin and Dietrich, Holger and Pfeiffer, Jella and Peukert, Christian},
  title     = {How virtual reality affects consumer choice},
  journal   = {Journal of Business Research},
  volume    = {117},
  doi       = {10.1016/j.jbusres.2020.06.004},
  institution = {Fachbereich Technik},
  pages     = {219 -- 231},
  year      = {2020},
  abstract  = {With high-immersive virtual reality (VR) systems approaching mass markets, companies are seeking to better understand how consumers behave when shopping in VR. A key feature of high-immersive VR environments is that they can create a strong illusion of reality to the senses, which could substantially change consumer choice behavior compared to online shopping. We compare consumer choice from virtual shelves in two environments: (i) a high-immersive VR environment using a head-mounted display and hand-held controllers with (ii) a low-immersive environment showing products as rotatable 3-D models on a desktop computer screen. We use an incentive-aligned choice experiment to investigate how immersion affects consumer choice. Our investigation comprises three key choice characteristics: variety-seeking, price-sensitivity, and satisfaction with the choice made. The empirical results provide evidence that consumers in high-immersive VR choose a larger variety of products and are less price-sensitive. Choice satisfaction, however, did not increase in high-immersive VR.},
  language  = {en}
}