The Role of Virtual Reality and Augmented Reality in Enhancing the Consumer Experience: A Conceptual Framework
Nirma Sadamali Jayawardena, Mitchell Ross, Sara Quach, Park Thaichon, Abhishek Behl · 2025
The purpose of the present chapter is to provide a conceptual framework on how consumer attitudes can be influenced by advertisements using virtual reality (VR) and augmented reality (AR) based on the social psychology theory called the elaboration likelihood model (ELM). This chapter commences with a systematic review of literature that evaluates different theoretical and empirical studies applying ELM in the context of VR and AR advertisements. The second section identifies the research propositions through which this study will investigate consumer attitude persuasion using VR and AR advertisements. Based on the literature, the authors singled out six research propositions that enable this investigation.