Placeholder text

Go to cart

Virtual Reality, Real Intentions

By Generoso Branca

Virtual Reality, Real Intentions

By Generoso Branca

0 - Default Title
Description
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.
Product details
Number of Pages:
136
Release Date:
2025-11-04
Publication Date:
2025-11-04
Publisher:
Springer
Languages:
Original: English
ISBN10:
3032101417
ISBN13:
9783032101419
GPSR Manufacturer Reference:
[email protected]
Weight:
375 g
Height:
160 cm
Width:
241 cm
Thickness:
14 cm
Buy on Amazon
Currently sold out