Can advertisers overcome consumer qualms with virtual reality? Increasing operational transparency through self-guided 360-degree tours

Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement’s intended effect.
Spielmann and Orth

MANAGEMENT SLANT

  • Online 360-degree panoramic tours stimulate approach behaviors by evoking telepresence, augmenting authenticity, and decreasing perceptions of an advertiser’s manipulative intent.
  • Advertisers should consider using 360-degree panoramic tours, rather than online photographs, to evoke telepresence—a cognitive state of “being there.”

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