AUTHOR=Alcañiz Mariano , Bigné Enrique , Guixeres Jaime 

TITLE=Virtual Reality in Marketing: A Framework, Review, and Research Agenda

JOURNAL=Frontiers in Psychology

VOLUME=10

YEAR=2019

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2019.01530

DOI=10.3389/fpsyg.2019.01530

ISSN=1664-1078

ABSTRACT=<p>Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in marketing. This article reviews the literature on XRs in marketing, and provides a conceptual framework to organize this disparate body of work.</p>