Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?

The authors conduct a systematic literature review and propose steps toward conceptual clarity to distinguish between 2D and 3D VR. Next, differences are investigated between 2D and 3D VR in telepresence, sense of realism, and a set of marketing outcomes important for advertisers. The authors employ custom-made VR content developed in collaboration with industry partners and tested via a field study and two lab experiments. It is found that 2D and 3D VR do not differ in their ability to elicit positive marketing outcomes, yet 3D surpasses 2D VR in evoking telepresence and a sense of realism.