The virtual takeover: The influence of virtual reality on consumption

Looking to current trends, this paper explores the influence of Virtual Reality (VR) on consumption. Specifically, we focus on the influence that VR has on consumer spending by suggesting that identities created in VR will influence consumption behaviour in the real world. While other forms of technology allow consumers to create alternative identities, we suggest that the unique aspects of VR, bolstered by forthcoming advances, will make identities created in VR relatively more self‐important and more salient in real world consumption. We also propose implications for marketing research and practice.