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Research Design and Methodology

In: Virtual Reality, Real Intentions

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  • Generoso Branca

    (Bocconi University)

Abstract

This chapter specifies the research questions, derives testable hypotheses, and details the methodology for comparing consumer evaluations of packaging in Virtual Reality (VR) versus Physical Reality (PR). It targets three cue families, namely structural (glass, carton, plastic), haptic (rough, normal, smooth), and visual (green, beige, blue), applied to a milk pack. Hypotheses predict effects on six outcomes (perceived sustainability, willingness to pay a premium, purchase intention, attitude toward packaging, perceived quality, attractiveness) and test whether VR elicits responses comparable to PR, with greater uncertainty for structural and haptic cues due to limited tactile feedback in VR. The main design is a laboratory experiment with a mixed between-within-subject design: 2 (VR vs. PR) × 7 manipulations, operationalized as three 2 × 3 sub-studies and preceded by a qualitative preliminary study. Custom physical and matched virtual mock-ups were developed to control manipulated attributes and enhance realism. Overall, the chapter links theory to an executable, cue-based design that enables rigorous VR-PR comparisons and sets up the empirical studies that follow.

Suggested Citation

  • Generoso Branca, 2025. "Research Design and Methodology," International Series in Advanced Management Studies, in: Virtual Reality, Real Intentions, chapter 4, pages 55-74, Springer.
    • Handle: RePEc:spr:isichp:978-3-032-10142-6_4
    DOI: 10.1007/978-3-032-10142-6_4
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