Sense of presence in affordable 3D virtual reality head mounted displays : impacts on marketing and marketing teaching

Emad, Sabine (Haute école de gestion de Genève, HES-SO // Haute Ecole Spécialisée de Suisse Occidentale)

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.

Note: Best paper honorable mention at Marketing Educator's Conference 2016 in Denver, CO, April 14th to 16th

Conference Type:
full paper
Economie et Services
HEG - Genève
CRAG - Centre de Recherche Appliquée en Gestion
Denver, USA, 14-16 April 2016
12 p.
Published in:
Proceedings of the MEA 2016 Conference
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Note: The status of this file is: restricted

 Record created 2016-10-14, last modified 2020-10-27

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