The Effects of Virtual Experience on Attitudes Toward Real Brands

Paweł Dobrowolski , Grzegorz Pochwatko , Maciej Skorko , Maksymilian Bielecki


Although the commercial availability and implementation of virtual reality interfaces has seen rapid growth in recent years, little research has been conducted on the potential for virtual reality to affect consumer behavior. One unaddressed issue is how our real world attitudes are affected when we have a virtual experience with the target of those attitudes. This study compared participant (N = 60) attitudes toward car brands before and after a virtual test drive of those cars was provided. Results indicated that attitudes toward test brands changed after experience with virtual representations of those brands. Furthermore, manipulation of the quality of this experience (in this case modification of driving difficulty) was reflected in the direction of attitude change. We discuss these results in the context of the associative-propositional evaluation model.
Author Paweł Dobrowolski
Paweł Dobrowolski,,
, Grzegorz Pochwatko
Grzegorz Pochwatko,,
, Maciej Skorko
Maciej Skorko,,
, Maksymilian Bielecki (Wydział Psychologii)
Maksymilian Bielecki,,
- Wydział Psychologii
Journal seriesCyberpsychology Behavior and Social Networking, ISSN 2152-2715, (A 35 pkt)
Issue year2014
Publication size in sheets0.5
ASJC Classification1706 Computer Science Applications; 1709 Human-Computer Interaction; 3202 Applied Psychology; 3315 Communication; 2700 General Medicine; 3207 Social Psychology
Languageen angielski
The-effects-of-Virtual-Experience.pdf of 14-09-2015
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Score (nominal)35
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2014 = 1.828; WoS Impact Factor: 2014 = 2.182 (2) - 2014=3.121 (5)
Citation count*19 (2021-04-14)
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