Current Issue Summary
June 2024 (Vol. 64, Issue 2)
How Virtual Reality Can Increase Effectiveness of Prosocial Advertising Put Yourself in the Donee’s Shoes: The Effect of Virtual Reality on Charitable Donations
Virtual Reality (VR) has the potential to enhance prosocial advertising, specifically for charitable donations. Researchers Ou LI (Hangzhou Normal University), Zhigeng Pan (Nanjing University of Information, Science and Technology), Han Qiu (Hangzhou Normal University), and Dan Qian (East China University of Science and Technology), discovered in this study that VR, as compared to traditional advertising, significantly boosts both the likelihood and the amount of donations achieved through an intricate interplay of vicarious experiences. VR allows donors to experience, in a visceral and immersive manner, the realities of those they aim to help, thereby intensifying the psychological impact and the subsequent charitable response. Furthermore, the study highlights a crucial boundary condition: the individual’s need for stimulation, which can moderate the effectiveness of VR-based advertising. This nuanced understanding of VR’s capabilities extends actionable insights for marketers and suggests a broader application of immersive technologies in prosocial campaigns, ensuring that VR’s sensory and emotional engagement translates effectively into increased donations.