PT  - JOURNAL ARTICLE
AU  - Li, Ou
AU  - Pan, Zhigeng
AU  - Qiu, Han
AU  - Qian, Da
TI  - How Virtual Reality Can Increase Effectiveness of Prosocial Advertising
AID  - 10.2501/JAR-2024-011
DP  - 2024 Apr 23
TA  - Journal of Advertising Research
PG  - 2024-011
4099  - http://www.journalofadvertisingresearch.com/content/early/2024/04/18/JAR-2024-011.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2024/04/18/JAR-2024-011.full
AB  - This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two-dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.