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July 23, 2026Psychology and Marketing

Immersive Retail Technologies and Customer Experiences: A Multi‐Study Experimental Design

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Authors

MIMuhammad Ishtiaq IshaqARAli RazaAHAli Haider

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Overview

Experiments show that virtual reality displays improve consumer experiences, suggesting actionable retail strategies.

Key Points

  • This research aims to investigate how virtual reality display types affect customer experiences in retail settings.
  • Conducted four multi-study experimental designs focusing on consumer reactions to VR displays.
  • Analyzed the effects of contextual vs. imaginative VR displays across various product categories.
  • Employed the Stimulus-Organism-Response framework to understand experience mediation.
  • Contextual VR displays led to stronger experiential responses than imaginative displays across all conditions.
  • Experience evaluation and experience intensification mediated the relationship between display type and experience extension.
  • Display type influenced experience extension both directly and indirectly depending on the product context.

Cite This Study

Ishaq et al. (2026) studied this question.

synapsesocial.com/papers/6a61af56faa9903c5116a324https://doi.org/10.1002/mar.70234
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