Current Issue Summary
September 2024 (Vol. 64, Issue 3)

Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes
Examine the impact of 2D and 3D virtual reality (VR) on marketing outcomes in this new research published in JAR. It highlights the importance of distinguishing between 2D and 3D VR to enhance conceptual clarity in VR marketing. This report includes two studies: a field study and a lab experiment, which reveal that 3D VR can evoke stronger consumer responses compared to 2D VR. The findings also suggest that 3D VR can enhance telepresence and sensory depth, making virtual environments more convincing and lifelike. The report offers theoretical and managerial implications for marketers seeking to leverage VR technologies effectively.

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