Affiliation:
1. RIMT University, India & Chandigarh University, India
2. A.S. College, Khanna, India
3. RIMT University, India
Abstract
The objective of this chapter is to gain an understanding of how the immersive quality of virtual reality (VR) affects customer perception, emotional engagement, and brand memory. Furthermore, the chapter investigates the physiological responses that are triggered by virtual reality advertising. This chapter investigates the neurological correlates that are linked with virtual reality (VR) experiences. These correlates include activation patterns in regions of the brain that are involved in attention, memory encoding, and emotional processing. Additionally, this chapter addresses the potential for virtual reality (VR) advertising to elicit stronger emotional responses and boost brand memorability in comparison to traditional advertising forms. The ethical considerations are addressed. This chapter, in its entirety, makes a contribution to our understanding of the neurological mechanisms that are responsible for consumer responses to virtual reality advertising and offers insights into the consequences that this phenomenon has for both consumers and marketers.
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