Using virtual reality to increase charitable donations

Marketer interest in using virtual reality (VR) as a persuasion tactic continues to rise. Notably, one sector at the forefront of utilizing this tactic for persuasive means is nonprofit marketing. Many charities have devoted considerable resources to creating VR appeals under the assumption that this medium will increase donations over and above present tactics. However, research has not yet examined the persuasive consequences VR may provide over more traditional channels. This research seeks to understand the opportunities and limitations this emerging tactic can offer marketers. Specifically, we examine the donation effectiveness of three real VR charitable appeals by assessing actual donation behaviors, and find that VR appeals increase donations compared to a two-dimensional (2D) format. This work addresses a timely and relevant issue for practitioners and opens doors to future research investigating VR’s applications to marketing.

     

Digital touch in sponsorship: Getting closer to the brand through virtual reality

Supporters are consuming more and more sporting events through digital platforms. Brands should adapt to these new consumption patterns in order to strengthen their connection with their customers. Today, researchers and practitioners can create more interactive and enjoyable experiences through virtual reality (VR) applications. Through two studies conducted on VR during sporting events, we show that mentally representing the touch experiences of players on the field reduces the psychological distance between the supporter and the player, which strengthens the supporter's attachment to the team and, through the same attachment, to the sponsor (Study 1). We also highlight that these positive effects of VR compared to real touch (using a player's jersey) is linked to the improvement of immersion, which stimulates touch imagery (Study 2). We discuss the implications of this research for theory and practice in the sports business and other sectors.     

The virtual reality value chain

Virtual reality (VR) technology is predicted to become indispensable in the business world, as it fundamentally reimagines the ways in which firms interact with customers. This technology has sparked a VR ecosystem, with multiple types of firms and other stakeholders interacting to create value. Firms need to define their roles in this ecosystem in order to capitalize on the opportunities and address the challenges they face when navigating its complexities. This article develops a VR value chain that illustrates how the use of VR technologies adds value to key stakeholders. It also provides an understanding of the current state of the VR ecosystem and serves as a source for strategic managerial decision making and future VR research.     

Introduction to the Special Issue - The Brave New World: How shopping and consumption is evolving with technology

This special issue of the Canadian Journal of Administrative Sciences features four articles using various methodologies to explore the interplay of technology and consumption. Through an exploration of identity expression in virtual reality to the consumption of fashion media and culture to inspiring the use of wearables, we learn that although new technologies may change traditional consumption patterns, fundamental human needs persist. From this special issue, it is evident the so-called brave new world will require companies, and marketers especially, to not lose sight of the human when using and experimenting with technologies to streamline and enhance consumption and marketplace experiences.     

Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider

Although previous research has highlighted that virtual reality (VR) technologies can enhance customer experience, the efficacy of VR technologies in real estate remains unclear. Therefore, this study examines the effects of offering consumers a non-immersive VR experience via a widely available technology, that allows them to view real estate products. Participants accessed the website of a real estate agency that presented apartments through either static photos or interactive 360° visits. The latter condition was associated with better “visiting” experiences and more positive attitudes toward both the products and the agency. This study highlights the advantages of such technologies in enhancing customer experience and attitudes, particularly in the highly competitive real estate industry.     

中国人口老龄化对消费结构影响的灰色关联度分析

我国目前处于快速老龄化阶段。人口老龄化会对消费结构产生影响。利用灰色系统的理论与方法,通过对不同年龄段人口数与不同消费品消费量间关联度的计算,得出人口老龄化对不同消费品消费造成的影响。在对计算结果分析的基础上,提出为顺利度过人口老龄化,应对消费结构做出调整。     

Green consumers and their identities: how identities change the motivation for green consumption

This research aims to fill the gap in green consumption literature from the perspective of values as types of intentions and identity‐based motivation. In two studies, we examine how the salience of personal and social identities can change the relationship between types of intentions and green consumption. The results demonstrate that when personal identity is salient, self‐transcendence intentions influence green consumption more than self‐enhancement intentions. This is because personal identity (compared with social identity) increases the positive effect of congruent intentions (self‐transcendence) on green consumption. However, when social identity is salient, self‐transcendence and self‐enhancement intentions have a similar impact on green consumption. This is because social identity (compared with personal identity) reduces the negative effect of self‐enhancement intentions on green consumption. Finally, we discuss theoretical and managerial implications for values as types of intentions, identity‐based motivation and green consumption.     

The Evolving Global Wine Market

Fifty years ago, a few countries in Western Europe accounted for virtually all world exports of wine and most of its production and consumption. This has changed dramatically: now every continent has major producing and/or consuming countries. Much of this change has been driven by technology and science, resulting in increasing quality, bringing new countries into the ranks of global winemakers, and increasing the productivity of traditional countries. Much of it has also been driven by economics, in particular the rising income and changing tastes of consumers throughout the world, and by public policy that has created surpluses in Europe. This paper shows the magnitudes of the shifts in consumption and production and discusses the economic and social factors that drive them.     

当前经济形势与企业应对策略

当前,发达国家和经济体正处在缓慢的复苏之中,发展中国家基本上实现了经济复苏,有的甚至根本没有衰退,只是放缓。世界经济缓慢复苏、低利率、美元泛滥,在2012年还会延续下去。2012年我国经济增长目标为7.5%,但实际增长预计会在8.5%左右,通货膨胀会略微下降。要下大力气转变经济发展方式,特别是要支持实体经济发展。中小企业、小微企业要以诚信为本,加强创新,加强管理,努力做强。     

Gender and consumption in Finnish society

When studying the mechanisms by means of which feminine categories appropriate for the existing gender system are produced and preserved, reference has been made to the social division of labour, to the ideology of family life, the educational system and government activities. Little attention has been paid to consumption and consumption objects as requisites to the categorization of womanhood. This, however, is essential the closer one gets to the present day. Today, more than ever before, the identities of different social groups are created with the aid of consumer goods and habits. This article shows how womanhood and manhood are created with the support of commodities in Finnish society. The article also makes the point that these categories are not stable, because they are asymmetrical. Women in particular have historically shown unease about the content of gender categories and they have begun to use consumer objects that before had been taken as masculine. This in turn has led to attempts to make new distinctions with the help of consumer goods among men.     

Understanding consumption in social virtual worlds: A sensemaking perspective on the consumption of virtual goods

Virtual consumption involves consuming virtual goods in cyberspace. Virtual consumption activities are evolving into an essential activity in social virtual worlds. Despite the growing importance of this activity, little research examines this phenomenon. The current study investigates the fundamental question of how users understand the consumption of virtual goods. Using the theory of social representations and core-periphery analysis, this study elicits and analyzes the social representation of virtual consumption. Study participants are 154 Second Life users. Results identify 32 concepts and relationships representing the collective perceptions of virtual consumption in this social virtual world. Social representation map interpretations point to several key themes that provide a foundation for future investigations of virtual economy consumption behavior.     

Avatars as information: Perception of consumers based on their avatars in virtual worlds

The presence of consumers and companies in the virtual worlds has increased in recent years. It is predicted that 80% of active Internet consumers and Fortune 500 companies will have an avatar or presence in a virtual community, including social networks, by the end of 2011 (eMarketer, 2007 ). The increase in the number of consumers with avatars emphasizes the need for a better understanding of who these consumers behind the avatars really are in order to convert these individuals to online and real‐world customers. The objective of this paper is to investigate how avatars reflect the personality of their creators (targets) in virtual worlds. Using the Brunswik Lens Model as the theoretical framework, an investigation of real consumers in the virtual world Second Life reveals that perceivers who view targets' avatar use particular thin‐slices of observations such as avatar cues (e.g., attractiveness, gender, hairstyle) to form accurate personality impressions about targets. The findings support the premise that real‐life companies that intend to expand to virtual worlds can use member avatars as a proxy for member personality and lifestyles. As a future research direction, avatars and other consumer‐generated media could be used as the basis for targeting and segmentation of online consumers. © 2010 Wiley Periodicals, Inc.     

The Internationalisation of Advertising

World expenditure on advertising has grown faster than world gross product in recent years. Organisational structure is highly dichotomised between small and large firms: the latter have engaged in restructuring into major transnational networks co-ordinated by holding companies. This is the most effective way to service multinational clients which have globalised product development but sell locally. But trade in advertising services is restricted by barriers to market access, national treatment and the opportunities created by global agreements such as the GATS. Technology may, however, be a more important influence on the internationalisation of agenceis than trade liberalisation.     

Entrepreneurs: The world needs you

The way we see the role of business is changing dramatically. What have we learned from the recent and ongoing crises? Where does one look for guidance on the “right thing to do” now? In a world where we live on one globe, it is time to shift our energy to real responsibility and sustainability. This requires a new paradigm. As Albert Einstein said, “No problem can be solved from the same level of consciousness that created it.” We are not separated from our environment, nature, and society; we are actually a part of it. Therefore, let us unleash entrepreneurship and the power of business in a way to serve us more holistically. This new type of thinking, this expanding consciousness, is giving birth to all the new concepts of social entrepreneurship, corporate social responsibility, corporate sustainability, inclusive business, conscious capitalism, and sustainable development. On the global level, there are increasing numbers of business‐oriented initiatives aimed at steering the power of business toward the public good such as the UN Global Compact and the Business Call to Action. Where to look for inspiration at the individual level? Within yourself. As Mahatma Gandhi said, “You have to be the change you want to see in the world.” © 2012 Wiley Periodicals, Inc.     

Selecting Field Experiment Locations with Archival Data

The selection of field experiment locations often requires that the control location be comparable to the treatment location. Recently, a method that employs the mathematics of potential performance theory was proposed for comparing field experiment locations by parsing random versus systematic effects. Here, we apply this method to archival data (i.e., household electricity consumption). In doing so, we are able to assess the effectiveness of this method at handling real‐world data, absent user‐defined variables. In addition, we provide consumer researchers with a step‐by‐step example on how to apply this method to the problem of selecting optimal treatment and control locations for field experiments. Finally, we consider how this method could apply to policy assessment more generally.     

Coping with multiple identities related to meat consumption

Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health‐related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self‐relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food‐based photo‐diary and in‐depth interviews, supported by a visualization approach, developed from self‐brand connection methods. Three higher‐order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.     

Habit formation and the present-value model of the current account: Yet another suspect

In a recent paper, Gruber (Gruber, J.W., 2004. A present value test of habits and the current account. Journal of Monetary Economics 51, 1495-1507) claims that habit formation in consumption plays an important role in current account fluctuations in selected developed countries, extending the present-value model of the current account (PVM) with consumption habits. In this paper, however, I show that the habit-forming PVM is observationally equivalent to the PVM augmented with persistent transitory consumption, which is induced by world real interest rate shocks. Based on a small open-economy real business cycle (SOE-RBC) model endowed with consumption habits as well as persistent world real interest rate shocks, this paper resolves the inherent identification problem of the habit-forming PVM by Bayesian methods to seek effects of habit formation on current account fluctuations in typical small open economies, Canada and the United Kingdom. Results reveal no clear evidence that habit formation plays a crucial role in current account fluctuations.     

Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages

This study examines how social identities and message characteristics influence the processing of sponsorship associations and persuasive messages. Using an experimental approach we found that sponsor affiliation with a rival team results in a negative response by highly identified fans, even when message characteristics include strong, favorable arguments. Conversely, less identified fans formed evaluations based on message characteristics, such that strong arguments were evaluated more favorably than weak arguments, independent of sponsorship affiliation. Overall, the study confirmed that strong social identities influence information processing in ways that are favorable for in-group associations and unfavorable for out-group associations. The implications for both consumers and marketing communications practitioners are discussed.     

Does the locomotion technique matter in an immersive virtual store environment? – Comparing motion-tracked walking and instant teleportation

Immersive virtual reality shopping environments may use a variety of locomotion techniques. Currently the most prominent are instant teleportation and motion-tracked walking. Motion-tracked walking more closely mimics natural shopping behaviour as it allows a shopper to physically walk through the virtual store; however, it requires a larger space and has design and cost implications. Instant teleportation is likely to be cheaper and to enable larger store formats; yet it is unknown whether the choice of instant teleportation results in different in-store behaviour by shoppers. Our research examines whether instant teleportation provides a feasible design alternative to motion-tracked walking by determining whether it does result in altered shopper behaviour. Using a split sample experiment in a purpose-built immersive VR convenience store, we compare shoppers’ emotional states (engagement, excitement and stress, measured through electroencephalography), purchase behaviour metrics, and store coverage (represented by heat maps) between motion-tracked walking and instant teleportation locomotion techniques. Results demonstrate that the absence of physical walking had no impact on emotional states or the investigated shopping outcomes. While instant teleportation led to some skipped shelf sections, there was no impact observed on the number of unplanned purchases. To the extent that the naturalism of immersive VR relies on proprioceptive engagement or embodied cognition, this appears to be adequately supported by upper body movements that do not require physical walking. These findings provide fresh insights for the design of Virtual Reality shopping environments for market research or future online-retailing platforms.