Virtual Reality, Real Intentions Consumers’ Evaluation of Product Packaging in Immersive Environments
Fr. 162.00
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
04.11.2025
Abbildungen
XV, 28 illus., 27 illus. in color., schwarz-weiss Illustrationen, farbige Illustrationen
Verlag
SpringerSeitenzahl
118
Maße (L/B/H)
24.1/16/1.4 cm
Gewicht
321 g
Sprache
Englisch
ISBN
978-3-032-10141-9
This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging’s structural, haptic, and visual cues. Through a cue-based approach and empirical studies , it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments , offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing , contributing to both academic discourse and practical applications in prototyping and sustainable design.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.