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Virtual Reality, Real Intentions

Name: Virtual Reality, Real Intentions
Brand: Springer-Verlag GmbH
SKU: 49742370
Price: 123.53 EUR
Availability: InStock
Author: Branca
ISBN: 9783032101419

Branca

Generoso

Jazyk

Angličtina

Kniha Pevná

Libristo kód: 49742370

Nakladateľstvo Springer-Verlag GmbH, marec 2026

This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to... Celý popis

Libristo kód: 49742370

299 b

123.53 €

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This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging s structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.