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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
PubMed
Summary
This summary is machine-generated.

Virtual reality (VR) marketing appeals significantly increase charitable donations compared to traditional 2D formats. This study demonstrates VR

Keywords:
Charitable giving/donationsDigital marketingPersuasionVirtual reality

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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.