Can advertisers overcome consumer qualms with virtual reality? Increasing operational transparency through self-guided 360-degree tours
Nathalie Spielmann and Ulrich R. Orth
Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement’s intended effect.
Spielmann and Orth
- Online 360-degree panoramic tours stimulate approach behaviors by evoking
telepresence, augmenting authenticity, and decreasing perceptions of an
advertiser’s manipulative intent.
- Advertisers should consider...