Chapter 15 Combined Use of Neuroscience and Virtual Reality for Business Applications
Enrique Bigne · 2024
Neuroscience techniques are opening new research avenues in marketing research. Further, new technologies are refreshing the retailing landscape. Among them, immersive technologies, such as augmented, virtual, and mixed realities, demand further analysis. This chapter develops how using neuroscience in virtual reality (VR) impacts business research, particularly consumer decision-making. We first illustrate a research framework of extended realities in marketing. Then we delineate the potential use of neuroscience techniques in such realities. Last, we focus on the current neuroscience-based research on VR in marketing. Researchers from neuroscience, VR, and marketing can benefit from the revision of the potential applications shown in related fields and the recent studies that have applied such techniques.