Using virtual reality to increase charitable donations

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dc.contributor.authorKristofferson, Kirk
dc.contributor.authorDaniels, Michelle E.
dc.contributor.authorMorales, Andrea C.
dc.contributor.otherWestern University (University of Western Ontario)
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.contributor.otherArizona State University
dc.contributor.otherArizona State University-Tempe
dc.date.accessioned2023-09-28T19:38:33Z
dc.date.available2023-09-28T19:38:33Z
dc.date.issued2022
dc.description.abstractMarketer interest in using virtual reality (VR) as a persuasion tactic continues to rise. Notably, one sector at the forefront of utilizing this tactic for persuasive means is nonprofit marketing. Many charities have devoted considerable resources to creating VR appeals under the assumption that this medium will increase donations over and above present tactics. However, research has not yet examined the persuasive consequences VR may provide over more traditional channels. This research seeks to understand the opportunities and limitations this emerging tactic can offer marketers. Specifically, we examine the donation effectiveness of three real VR charitable appeals by assessing actual donation behaviors, and find that VR appeals increase donations compared to a two-dimensional (2D) format. This work addresses a timely and relevant issue for practitioners and opens doors to future research investigating VR's applications to marketing.en_US
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.citationKristofferson, K., Daniels, M. E., & Morales, A. C. (2022). Using virtual reality to increase charitable donations. In Marketing Letters (Vol. 33, Issue 1, pp. 75–87). Springer Science and Business Media LLC. https://doi.org/10.1007/s11002-021-09601-8
dc.identifier.doi10.1007/s11002-021-09601-8
dc.identifier.urihttps://ir.ua.edu/handle/123456789/11662
dc.languageEnglish
dc.language.isoen_US
dc.publisherSpringer
dc.subjectVirtual reality
dc.subjectCharitable giving.donations
dc.subjectPersuasion
dc.subjectDigital marketing
dc.subjectEMPATHY
dc.subjectTECHNOLOGY
dc.subjectFUTURE
dc.subjectHELP
dc.subjectBusiness
dc.titleUsing virtual reality to increase charitable donationsen_US
dc.typeArticle
dc.typetext

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