@article {Spielmann147, author = {Nathalie Spielmann and Ulrich R. Orth}, title = {Can Advertisers Overcome Consumer Qualms with Virtual Reality?}, volume = {61}, number = {2}, pages = {147--163}, year = {2021}, doi = {10.2501/JAR-2020-015}, publisher = {Journal of Advertising Research}, abstract = {Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement{\textquoteright}s intended effect. This research posits that 360-degree virtual tours offer realistic content, thereby helping consumers to overcome such reservations. Using an operational-transparency framework, three studies show that 360-degree panoramic tours increase telepresence, improve authenticity, lower inferred manipulative intent, and stimulate approach intentions. Accounting for control variables{\textemdash}device, locus of control, mood, and processing style{\textemdash}adds evidence for the robustness of these effects across a number of individual and situational contexts. The findings offer initial insight on how advertisers can employ computer-mediated experiences to attract customers.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/61/2/147}, eprint = {https://www.journalofadvertisingresearch.com/content/61/2/147.full.pdf}, journal = {Journal of Advertising Research} }