The current study examines how two types of Virtual Reality (VR) hotel images impact cognition and affect when used for promotional purposes. The study employs psycho-physiological measurement tools along with a self-reported survey method to evaluate: (1) affective responses, (2) Cognitive Load, and (3) and attitudinal and behavioral intention responses that two types of VR hotel images, static and 360°, produce in an experimental lab setting. A boutique hotel lobby and a guest room were captured as static and 360° VR images. Participants were randomly assigned to one of the two types of VR images. The sample was comprised of 60 university students from the South-Central United States. Parametric and non-parametric tests were used to compare survey, fNIR, Biopac MP-160 skin conductance and heart rate, and eye tracking responses. No statistically significant differences between two experimental conditions were found by means of self-reported measures, except temporal dimension of Cognitive Load. However, psycho-physiological measures detected statistically significant differences between the two experimental groups in arousal (one of the main affective dimensions), thus, supporting usefulness of adding psycho-physiological tools in consumer behavior studies and usage of more immersive and engaging 360° VR images. The findings also help to explain inconsistencies in previous VR imaging studies that relied on self-reported measures only.

This study employs Electrodermal Activity (EDA), which is fully integrated into the iMotions software suite. To learn more please visit our dedicated product page, or download our complete guide on EDA below:

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