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 229 OP 244 DO 10.2501/JAR-2024-011 VO 64 IS 2 A1 Li, Ou A1 Pan, Zhigeng A1 Qiu, Han A1 Qian, Da YR 2024 UL http://www.journalofadvertisingresearch.com/content/64/2/229.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.