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“Opening and Closing Virtual Reality” The Effects of Openness on Interpretation of and Attitude Towards Virtual Reality Advertisements

In: Extended Reality and Metaverse

Author

Listed:
  • Stephen Smith

    (BUAS - Breda University of Applied Sciences)

  • Marnix Gisbergen

    (BUAS - Breda University of Applied Sciences)

  • Fabio Campos

    (BUAS - Breda University of Applied Sciences)

Abstract

With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended message. More open means less guidance and is often used to increase attention and attitude. However, open ads have not been researched in VR before. In this study, VR-advertisements were created and tested that differ in openness. An experiment with 87 participants revealed new ways of creating openness based on positioning and timing of anchoring cues. Moreover, the results revealed a negative effect of openness on interpretation, consistent with findings in studies using traditional media. Unexpectedly, openness in VR-advertisements did not influence (ad and brand) attitude, possibly due to the newness-effect causing high appreciation for ads in VR.

Suggested Citation

  • Stephen Smith & Marnix Gisbergen & Fabio Campos, 2023. "“Opening and Closing Virtual Reality” The Effects of Openness on Interpretation of and Attitude Towards Virtual Reality Advertisements," Springer Proceedings in Business and Economics, in: Timothy Jung & M. Claudia tom Dieck & Sandra Maria Correia Loureiro (ed.), Extended Reality and Metaverse, pages 27-38, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-25390-4_2
    DOI: 10.1007/978-3-031-25390-4_2
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