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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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4.3a Narrative Message and Virtual Reality: The Impact of Telepresence and Transportation on Consumer Learning in the Real Estate Industry

Saturday, March 30, 2019 at 8:30 AM–10:00 AM CDT

Despite the growing interest of virtual reality (VR) technologies among professionals and academics, little attention has been paid to the role of audio, such as voice introductions and narrations, in the overall VR experience. Also, very few studies have been conducted to investigate the effectiveness of different displays in combination with other persuasive strategies, especially in real estate advertising. This study examines the effects of different types of message voiceovers and VR videos on consumer learning in real estate advertising.  A 2 (voiceover strategy: narrative vs. statistical message) by 2 (VR displays: immersive VR vs. 360-degree video) between-subjects study was conducted. Results showed that viewers who watched 360-degree video had better memories about the virtual property tour content, but viewers in immersive VR reported greater behavior intention. Moreover, there was an interaction between message type and VR type. Viewers had the highest memory retention when they listened to a narrative style voiceover accompanying a 360-degree property tour video. The adoption of the different types of VRs and voiceover strategies in real estate marketing are discussed.


First & Corresponding Author

Chen Chen, University of Illinois
Authors in the order to be printed.

Chen Chen, University of Illinois

Additional Authors