Academic Journal
How Virtual Reality Can Increase Effectiveness of Prosocial Advertising: Put Yourself in the Donee's Shoes: The Effect of Virtual Reality on Charitable Donations.
| Title: | How Virtual Reality Can Increase Effectiveness of Prosocial Advertising: Put Yourself in the Donee's Shoes: The Effect of Virtual Reality on Charitable Donations. |
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| Authors: | OU LI1 xunyangyue@163.com, ZHIGENG PAN2 zgpan@hznu.edu.cn, HAN QIU1 qiuzju@163.com, DA QIAN3 qianda@ecust.edu.cn |
| Source: | Journal of Advertising Research (Ascential Events (Europe) Limited). Jun2024, Vol. 64 Issue 2, p229-244. 16p. |
| Abstract: | This study investigates the effectiveness of virtual reality (vR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two-dimensional format, vR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations. [ABSTRACT FROM AUTHOR] |
| Subject Terms: | *Advertising effectiveness, *Gifts, Virtual reality, Boundary value problems |
| Copyright of Journal of Advertising Research (Ascential Events (Europe) Limited) is the property of Ascential Events (Europe) Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| ISSN: | 00218499 |
| DOI: | 10.2501/JAR-2024-011 |
| Database: | Business Source Complete |
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