Use of XR's Technologies for Consumer Behavior Analysis
Cristina Gil‐Lopez, Jaime Guixeres, Javier Marín‐Morales, Mariano Alcañíz · 2022
Marketing scholars and practitioners see extended reality (XR0 as a new tool for both producing optimal consumer experiences and studying consumer behavior aspects. This chapter will explore the use of XR technologies for consumer behavior research. It analyzes XR as a very promising tool to examine various customer behavioral patterns in dynamic, complex, and realistic situations that will enhance our knowledge of new models of buyer–product and buyer–seller relationships. First, it will provide an updated definition of t he consumer shopping experience mediated by highly immersive virtual technology. Moreover, it will discuss how the experience of virtual reality affects human emotions. Finally, it will propose a framework that will allow the creation of controlled laboratory situations to study the factors that affect the acceptability of new products and retail spaces and the influence that the different elements that surround consumers have on their decisions.