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Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket

This study validates a VR supermarket as a research tool by studying the influence of the food shopping setting on consumers’ price memory—an important antecedent for price comparisons in the purchase situation. In a quasi-experiment, two groups of consumers were given a shopping task in either a ph...

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Detalles Bibliográficos
Autores principales: Jacobsen, Lina Fogt, Mossing Krogsgaard-Jensen, Nora, Peschel, Anne O.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9316986/
https://www.ncbi.nlm.nih.gov/pubmed/35885352
http://dx.doi.org/10.3390/foods11142111
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author Jacobsen, Lina Fogt
Mossing Krogsgaard-Jensen, Nora
Peschel, Anne O.
author_facet Jacobsen, Lina Fogt
Mossing Krogsgaard-Jensen, Nora
Peschel, Anne O.
author_sort Jacobsen, Lina Fogt
collection PubMed
description This study validates a VR supermarket as a research tool by studying the influence of the food shopping setting on consumers’ price memory—an important antecedent for price comparisons in the purchase situation. In a quasi-experiment, two groups of consumers were given a shopping task in either a physical supermarket or a virtual reality supermarket setting. Upon task completion, participants’ explicit and implicit price memory was measured across three food product categories (pizza sauce, pasta, and dark chocolate). Results revealed no significant difference between the two settings, supporting the comparability between the VR shopping experience and the experience in the physical supermarket. The VR supermarket can therefore be a valid tool for studying consumer food choice behaviour in a shopping context. Further results show that explicit price memory is weaker compared to implicit price memory, that even prices are remembered better than odd prices, and that price memory follows the expected pattern in a VR supermarket as well. Finally, exploratory findings indicate that the feeling of physical presence and self-presence is relatively high for this particular VR supermarket, whereas social presence is weaker.
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spelling pubmed-93169862022-07-27 Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket Jacobsen, Lina Fogt Mossing Krogsgaard-Jensen, Nora Peschel, Anne O. Foods Article This study validates a VR supermarket as a research tool by studying the influence of the food shopping setting on consumers’ price memory—an important antecedent for price comparisons in the purchase situation. In a quasi-experiment, two groups of consumers were given a shopping task in either a physical supermarket or a virtual reality supermarket setting. Upon task completion, participants’ explicit and implicit price memory was measured across three food product categories (pizza sauce, pasta, and dark chocolate). Results revealed no significant difference between the two settings, supporting the comparability between the VR shopping experience and the experience in the physical supermarket. The VR supermarket can therefore be a valid tool for studying consumer food choice behaviour in a shopping context. Further results show that explicit price memory is weaker compared to implicit price memory, that even prices are remembered better than odd prices, and that price memory follows the expected pattern in a VR supermarket as well. Finally, exploratory findings indicate that the feeling of physical presence and self-presence is relatively high for this particular VR supermarket, whereas social presence is weaker. MDPI 2022-07-15 /pmc/articles/PMC9316986/ /pubmed/35885352 http://dx.doi.org/10.3390/foods11142111 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Jacobsen, Lina Fogt
Mossing Krogsgaard-Jensen, Nora
Peschel, Anne O.
Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket
title Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket
title_full Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket
title_fullStr Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket
title_full_unstemmed Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket
title_short Shopping in Reality or Virtuality? A Validation Study of Consumers’ Price Memory in a Virtual vs. Physical Supermarket
title_sort shopping in reality or virtuality? a validation study of consumers’ price memory in a virtual vs. physical supermarket
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9316986/
https://www.ncbi.nlm.nih.gov/pubmed/35885352
http://dx.doi.org/10.3390/foods11142111
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