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2024-04-16 Generoso Branca

Beyond physical reality. Packaging and product in the age of VR

Packaging stands as a fundamental attribute for a product. But is this true in virtual reality, too? A comparison of consumer response in front of virtual objects with that in real-life scenarios reveals comparable and consistent results, including sensory evaluation and perceived sustainability. VR, therefore, can be seen not only as an environment for shopping, but also as a context and a tool for conducting research in different areas as product development, packaging design and marketing in the area of consumer behavior.

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