NextGen Management

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.

THE ACCESS TO THIS CONTENT IS FOR PREMIUM SUBSCRIBERS ONLY

Are you a subscriber? Login or subscribe.
NextGen_iStock_agsandrew