Improving immersive consumption contexts using virtual & mixed reality
(2024)
Journal Article
Barker, I., Yang, Q., Flintham, M., Ankeny, R., & Ford, R. (2024). Improving immersive consumption contexts using virtual & mixed reality. Science Talks, 10, Article 100346. https://doi.org/10.1016/j.sctalk.2024.100346
Immersive technologies, such as Virtual Reality (VR), provide a great opportunity to create relevant contexts in consumer studies. However, challenges persist in consuming food and drink during immersion and ensuring effective data collection. This s... Read More about Improving immersive consumption contexts using virtual & mixed reality.