Virtual reality vs television vs web exposure: The impact on brand experience. A preliminary study

This research explored the effects of different types of advertising media (television - TV, web - WEB, and virtual reality - VR) on brand experience, involving a sample of 72 Italian male subjects aged between 18 and 50. All subjects experienced three different advertising contents counterbalanced for brand (Volvo, Pan di Stelle and Nike), media (TV, WEB and VR) and duration (for television we used more ads to reach the same level of media exposure). In general, all the ads were able to positively influence the sensory dimension of the brand experience, regardless of media used. However, we also found differential effects of media exposure. Firstly, TV reduced the intellectual dimension of the brand experience resulting in a less effective proposition for both holistic consumers and utilitarian consumers. Secondly, VR improved the affective dimension of the brand experience, suggesting its potential added value for both holistic users and inner-directed ones. In conclusion, these data, albeit preliminary, underline the differential effects of ads when experienced through different media and suggest the potential advantage of VR in improving the brand experience, expecially for holistic and inner-directed users.