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Publication Detailed Description
Virtual reality in the motion picture industry: The relationship among movie coolness, sympathy, empathy, and word-of-mouth
Journal Title
Journal of Promotion Management
Year (definitive publication)
2022
Language
English
Country
United Kingdom
More Information
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Abstract
The current study aims to explore whether virtual reality can be more effective that traditional 2 D in influencing empathy, sympathy, movie coolness and word-of-mouth. A factorial design 2 (movie story: documentary, animation) x 2 (technology format: 2 D, VR) between-subjects experiment approach was employed. The 2 D counterparts are available on YouTube and the VR version was downloaded to be experienced with the Oculus Rift headset device. A total of 145 participants were recruited. Findings reveal the combined effects of technological format and movie genre have a significant influence on coolness perception. Empathy influence movie coolness and these, in turn, predict word-of-mouth.
Acknowledgements
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Keywords
Brand coolness,Empathy,Sympathy,Motion picture,Storytelling,WOM
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
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