In the consumers’ eye: A mixed-method approach to understanding how VR-Content influences unbranded product quality perceptions

Abstract

Virtual reality (VR) is an exciting technology that offers great promise as a novel promotional tool. The notion that promotional tools can signal brand quality to consumers is supported in the literature, but the impact for products when brand signals are not paramount is less understood. We use a mixed-method approach to explore how VR-content influences consumers' quality perceptions for products where branding is less relied upon. Findings from a qualitative study reveal that the perception of VR-content's innovativeness acts as a heuristic to signal product quality for unbranded property products. Results from two quasi-experimental studies reveal that while industry-perceived innovative VR-content may not signal consumers' product quality perceptions, consumers' perception of media innovativeness can signal product quality for the offering and increase purchase intentions. Theoretical and managerial implications are discussed.