Résumé

Since the early 90’s, three dimensional virtual reality has raised interest as it appeared to allow users to feel immersed in virtual environments. Yet, expensive and cumbersome equipment were required and this technology has never delivered on its promises. In the last two years, affordable head mounted displays, which have very recently, or will very soon be launched on the market, have revived the hope that virtual reality might now really be up for a breakthrough. Although in the early 2000’s research in the use of Virtual Reality in teaching or in Marketing, had shown interesting results, no literature could be found on the sense of being there experienced by users of the new head mounted displays. This research aims at looking into the sense of presence perceived by users of these new affordable devices. It observes that all those who participated in this research experienced a high sense of presence for two different types of devices, and that although on average, participants were only moderately inspired in suggesting possible uses of the technology in the future, marketing students were by far, those who were the most creative. These results are encouraging for the use of this technology for both marketing and marketing teaching.

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