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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...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2022
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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. |
format | Online Article Text |
id | pubmed-9316986 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
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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