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Updated: Oct 5, 2025
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Virtual Reality Experiments with Physiological Measures
Published on: August 29, 2018
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Using virtual reality to increase charitable donations
Kirk Kristofferson1, Michelle E Daniels2, Andrea C Morales3
1Ivey Business School, Western University, London, ON N6G 0N1 Canada.
Marketing Letters
|January 25, 2022
Summary
Virtual reality (VR) marketing appeals significantly increase charitable donations compared to traditional 2D formats. This study demonstrates VR
Area of Science:
- Marketing
- Human-Computer Interaction
- Psychology
Background:
- Marketer interest in virtual reality (VR) for persuasion is growing, particularly in nonprofit marketing.
- Charities assume VR appeals increase donations more than existing tactics.
- Previous research has not examined VR's persuasive impact versus traditional channels.
Purpose of the Study:
- To understand the opportunities and limitations of VR as a marketing tactic.
- To assess the donation effectiveness of VR charitable appeals.
- To compare VR appeal effectiveness against traditional 2D formats.
Main Methods:
- Examined the donation effectiveness of three real VR charitable appeals.
- Assessed actual donation behaviors.
- Compared donation outcomes between VR and 2D formats.
Main Results:
- VR appeals were found to increase donations compared to a 2D format.
- This indicates VR is an effective persuasive tactic in marketing.
Conclusions:
- VR offers significant potential as a persuasive marketing tool, especially for nonprofits.
- Further research is needed on VR's applications in marketing and its persuasive consequences.
