RT Journal Article
SR Electronic
T1 How Virtual Reality Can Increase Effectiveness of Prosocial Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2024-011
DO 10.2501/JAR-2024-011
A1 Li, Ou
A1 Pan, Zhigeng
A1 Qiu, Han
A1 Qian, Da
YR 2024
UL http://www.journalofadvertisingresearch.com/content/early/2024/04/18/JAR-2024-011.abstract
AB This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two-dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.