Frontiers in Psychology has recently published this interesting new article that provides reviews the literature on XRs in marketing, as well as a conceptual framework to to define a rigorous methodological framework for its use.
The authors, Mariano Alcañiz and Jaime Guixeres from the Poliyechnic University of Valencia (UPV) and Enrique Bigné from Universitat de València (UVEG), argue that it is necessary to define a rigorous methodological framework for the use of XRs in marketing. 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. This article reviews the literature on XRs in marketing, and provides a conceptual framework to organize this disparate body of work .
Read the complete article in: https://www.frontiersin.org/articles/10.3389/fpsyg.2019.01530/full