Research Explorer

Project

Unraveling the Influence of Embodied Virtual Reality on Consumer Behavior: Insights from Integrated Methodologies
Code
01SC8025
Duration
01 October 2025 → 30 September 2026
Funding
Regional and community funding: Special Research Fund
Research disciplines
  • Social sciences
    • Innovation and technology management
    • Consumer behaviour
    • Marketing communications
Keywords
Embodied VR Consumer Decision-Making Neurophysiological Signals
 
Project description

Marketing is transforming with embodied Virtual Reality (VR). This project integrates scenario
experiments with neurophysiological tools to investigate the impact of embodied
VR on consumer perceptions and behaviors, advancing embodied cognition theory in
marketing. Objectives include developing measurement approaches for VR data, exploring
consumers' perception of authenticity in VR and examining consumer decision-making in embodied
VR applications.