Moving power, not stopping power: Using virtual reality and system 1 thinking to predict and produce in-store sales

Orlando Wood, Alex Hunt and Tom Ewing

This paper describes how the research industry can use Virtual Reality (VR) simulations to produce and predict effective shopper marketing activations, using an example from Hershey's.

Introduction

One of the enduring legacies of the 2008 financial crisis is that marketers have become focused on short-term sales over brand building activities. Manufacturers spend up to two-thirds of their marketing dollars on in-store promotional activity....

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