The Role of Virtual Experience in Consumer Learning

Hairong Li, Terry Daugherty, Frank Biocca

Research output: Contribution to journalArticlepeer-review

182 Scopus citations


Through a series of studies designed to explore important aspects of virtual experience, a new type of product affordances - virtual affordances - is proposed and tested empirically. In addition, the existing geometric and material product taxonomy is extended to include mechanical products within the classification structure. Utilizing these new concepts, 3-D product visualization is compared with traditional 2-D product representations and television advertising. The results largely support the proposition that 3-D product visualization is capable of influencing brand attitude and purchase intention for geometric and mechanical products within e-commerce environments.

Original languageEnglish (US)
Pages (from-to)395-407
Number of pages13
JournalJournal of Consumer Psychology
Issue number4
StatePublished - 2003

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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