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Changing consumer behaviour in virtual reality: A systematic literature review - ScienceDirect
Source: sciencedirect.com
Article summary:
1. Virtual Reality (VR) has become increasingly used in research aimed at promoting behaviour change within consumer domains, particularly since the introduction of head-mounted displays (HMDs).
2. This systematic review examines the validity of VR in this type of research and the effectiveness of using VR as a tool to change behaviour in consumer domains.
3. The findings indicate that VR can potentially be validly used in consumer research aimed at behaviour change, and studies which used VR as a behaviour change tool were generally effective in changing consumer behaviour in desired directions.
Article analysis:
The article “Changing Consumer Behaviour in Virtual Reality: A Systematic Literature Review” is an informative and comprehensive overview of the current state of virtual reality (VR) use for changing consumer behavior. The authors provide a thorough review of 24 articles (27 studies) on the topic, examining both the validity of VR as a methodological tool for measuring consumer behavior and its effectiveness as a tool for instigating behavior change through interventions conducted in a consumer domain.
The authors have done an excellent job of providing an unbiased overview of the literature on this topic, presenting both positive and negative findings from the studies they reviewed. They also provide clear criteria for selecting relevant articles for their review, ensuring that only relevant studies are included. Furthermore, they provide detailed information about their search strategy and selection process, making it easy to replicate their work if necessary.
However, there are some potential biases that should be noted when considering this article. First, all 24 articles reviewed were published within the last five years; while this ensures that only up-to-date scientific findings are included, it may also mean that some important older studies have been overlooked or excluded due to their age. Additionally, all 24 articles were written in English; while this is understandable given the language limitations of the authors, it does mean that any non-English language papers on this topic have been excluded from consideration. Finally, all 24 articles focused exclusively on adult consumers; while this is appropriate given the focus on consumer behavior, it does mean that any studies focusing on children or other specific target groups have been excluded from consideration.
In conclusion, “Changing Consumer Behaviour in Virtual Reality: A Systematic Literature Review” provides an informative and comprehensive overview of current research into using virtual reality to change consumer behavior. While there are some potential biases present due to its focus on recent English-language papers focusing exclusively on adult