Chapter 37 Extended Reality and Metaverse Technology
Jih‐Hsuan Tammy Lin · 2024
Extended reality is an umbrella term describing all metaverse-related technology, including virtual reality (VR), augmented reality (AR), and mix-reality (MR). With the popularity of the phrase “metaverse,” extended reality technology has received immense attention. Communication researchers have studied the use of VR and AR in persuasion and its traits on human behavior for over a decade. This chapter reviews existing communication research employing VR and AR technology in message persuasion and marketing. It describes the industrial imagination of using VR and AR for the metaverse, and reviews the theoretical constructs of VR, including place illusion, plausibility illusion, and virtual body ownership. Empirical studies incorporating these constructs are reviewed in areas including communication persuasion, digital games, health, and marketing. The chapter also reviews the use of AR for marketing and health persuasion.