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

MANAGEMENT SLANT

  • 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 using 360-degree panoramic tours, rather than online photographs, to evoke telepresence—a cognitive state of “being there.”
  • Online 360-degree tours generate action-based interest in the advertised offer, including signing up for waiting lists or clicking on website links to learn more about the offer.
  • The persuasive functioning of online 360-degree panoramic tours is reliable across various individual and situational contexts.

INTRODUCTION

Viewing the consumer as...

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