Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements.

S Smith; M.S. Van Gisbergen; Fabio Campos

doi:10.1007/978-3-031-25390-4_2

Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements.

S Smith, M.S. Van Gisbergen, Fabio Campos

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

Abstract

With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended message. More open means less guidance and is often used to increase attention and attitude. However, open ads have not been researched in VR before. In this study, VR-advertisements were created and tested that differ in openness. An experiment with 87 participants revealed new ways of creating openness based on positioning and timing of anchoring cues. Moreover, the results revealed a negative effect of openness on interpretation, consistent with findings in studies using traditional media. Unexpectedly, openness in VR-advertisements did not influence (ad and brand) attitude, possibly due to the newness-effect causing high appreciation for ads in VR.

Original language	English
Title of host publication	Extended Reality and Metaverse - Immersive Technology in Times of Crisis
Editors	T Jung, C Tom Dieck, SM Correia Loureiro
Publisher	Springer
Pages	27-38
Number of pages	12
ISBN (Print)	9783031253898
DOIs	https://doi.org/10.1007/978-3-031-25390-4_2
Publication status	Published - 2023
Event	7th International XR Conference 2022 - University Institute of Lisbon, Lisbon, Portugal Duration: 27 Apr 2022 → 29 Apr 2022 https://arvrconference.wixsite.com/arvrconference

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	7th International XR Conference 2022
Country/Territory	Portugal
City	Lisbon
Period	27/04/22 → 29/04/22
Internet address	https://arvrconference.wixsite.com/arvrconference

Keywords

Advertising
Attention
Attitude
Interpretation
Openness
VR

Access to Document

10.1007/978-3-031-25390-4_2

https://link-springer-com.buas.idm.oclc.org/chapter/10.1007/978-3-031-25390-4_2

DIGIREAL-XL Research, Development and Innovation Center on Digital Realities for Societal-Economic Impact.
Mayer, I. (PI), Heijligers, B. (CoI), Bastiaansen, M. (CoI), van Gisbergen, M. (CoI), Uzunova, E. (CoI) & van Apeldoorn, N. (CoI)
SIA
1/12/21 → 30/11/25
Project: Research

Cite this

Smith, S., Van Gisbergen, M. S., & Campos, F. (2023). Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements. In T. Jung, C. Tom Dieck, & SM. Correia Loureiro (Eds.), Extended Reality and Metaverse - Immersive Technology in Times of Crisis (pp. 27-38). (Springer Proceedings in Business and Economics). Springer. https://doi.org/10.1007/978-3-031-25390-4_2

Smith, S ; Van Gisbergen, M.S. ; Campos, Fabio. / Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements. Extended Reality and Metaverse - Immersive Technology in Times of Crisis. editor / T Jung ; C Tom Dieck ; SM Correia Loureiro. Springer, 2023. pp. 27-38 (Springer Proceedings in Business and Economics).

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title = "Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements.",

abstract = "With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended message. More open means less guidance and is often used to increase attention and attitude. However, open ads have not been researched in VR before. In this study, VR-advertisements were created and tested that differ in openness. An experiment with 87 participants revealed new ways of creating openness based on positioning and timing of anchoring cues. Moreover, the results revealed a negative effect of openness on interpretation, consistent with findings in studies using traditional media. Unexpectedly, openness in VR-advertisements did not influence (ad and brand) attitude, possibly due to the newness-effect causing high appreciation for ads in VR.",

keywords = "Advertising, Attention, Attitude, Interpretation, Openness, VR",

author = "S Smith and {Van Gisbergen}, M.S. and Fabio Campos",

note = "Funding Information: We would like to thank Joey Relouw and Martin Walker from Breda University of applied Sciences for their contributions in creating the VR advertisements as part of a RAAK SIA funding. Publisher Copyright: {\textcopyright} 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 7th International XR Conference 2022 ; Conference date: 27-04-2022 Through 29-04-2022",

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doi = "10.1007/978-3-031-25390-4_2",

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isbn = "9783031253898",

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editor = "T Jung and {Tom Dieck}, C and {Correia Loureiro}, SM",

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}

Smith, S, Van Gisbergen, MS & Campos, F 2023, Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements. in T Jung, C Tom Dieck & SM Correia Loureiro (eds), Extended Reality and Metaverse - Immersive Technology in Times of Crisis. Springer Proceedings in Business and Economics, Springer, pp. 27-38, 7th International XR Conference 2022 , Lisbon, Portugal, 27/04/22. https://doi.org/10.1007/978-3-031-25390-4_2

Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements. / Smith, S; Van Gisbergen, M.S.; Campos, Fabio.
Extended Reality and Metaverse - Immersive Technology in Times of Crisis. ed. / T Jung; C Tom Dieck; SM Correia Loureiro. Springer, 2023. p. 27-38 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

TY - CHAP

T1 - Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements.

AU - Smith, S

AU - Van Gisbergen, M.S.

AU - Campos, Fabio

N1 - Funding Information: We would like to thank Joey Relouw and Martin Walker from Breda University of applied Sciences for their contributions in creating the VR advertisements as part of a RAAK SIA funding. Publisher Copyright: © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

PY - 2023

Y1 - 2023

N2 - With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended message. More open means less guidance and is often used to increase attention and attitude. However, open ads have not been researched in VR before. In this study, VR-advertisements were created and tested that differ in openness. An experiment with 87 participants revealed new ways of creating openness based on positioning and timing of anchoring cues. Moreover, the results revealed a negative effect of openness on interpretation, consistent with findings in studies using traditional media. Unexpectedly, openness in VR-advertisements did not influence (ad and brand) attitude, possibly due to the newness-effect causing high appreciation for ads in VR.

AB - With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended message. More open means less guidance and is often used to increase attention and attitude. However, open ads have not been researched in VR before. In this study, VR-advertisements were created and tested that differ in openness. An experiment with 87 participants revealed new ways of creating openness based on positioning and timing of anchoring cues. Moreover, the results revealed a negative effect of openness on interpretation, consistent with findings in studies using traditional media. Unexpectedly, openness in VR-advertisements did not influence (ad and brand) attitude, possibly due to the newness-effect causing high appreciation for ads in VR.

KW - Advertising

KW - Attention

KW - Attitude

KW - Interpretation

KW - Openness

KW - VR

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M3 - Chapter

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EP - 38

BT - Extended Reality and Metaverse - Immersive Technology in Times of Crisis

A2 - Jung, T

A2 - Tom Dieck, C

A2 - Correia Loureiro, SM

PB - Springer

T2 - 7th International XR Conference 2022

Y2 - 27 April 2022 through 29 April 2022

ER -

Smith S, Van Gisbergen MS , Campos F. Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements. In Jung T, Tom Dieck C, Correia Loureiro SM, editors, Extended Reality and Metaverse - Immersive Technology in Times of Crisis. Springer. 2023. p. 27-38. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-031-25390-4_2

Opening and closing Virtual Reality: the effects of openness on interpretation of and attitude towards Virtual Reality advertisements.

Abstract

Publication series

Conference

Keywords

Access to Document

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Projects

DIGIREAL-XL Research, Development and Innovation Center on Digital Realities for Societal-Economic Impact.

Cite this