Association for Consumer Research
ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Time Machine to the Future - the Potentials and Risks of Using Virtual Reality to Stimulate Saving Behavior Andrea Weihrauch, Amsterdam Business School Tobias Schlager, HEC Lausanne, Switzerland While simulating the future can motivate saving behavior, we uncover an unexpected risk of using immersive technologies (i.e., Virtual Reality) to simulate negative life events. With increasing realism, they also trigger cognitive defenses, eventually undermining saving behavior. Framing a negative life event as more positive can attenuate this effect. [to cite]: Andrea Weihrauch and Tobias Schlager (2020) ,"Time Machine to the Future - the Potentials and Risks of Using Virtual Reality to Stimulate Saving Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 799-780. [url]: http://www.acrwebsite.org/volumes/2661445/volumes/v48/NA-48 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Time in the Past is Real and Honest: The Role of Nostalgia in Enhancing Authenticity Shiyu Yang, University of Illinois at Urbana-Champaign, USA Jia Chen, University of Illinois at Chicago, USA Yu-Wei Lin, University of Illinois at Urbana-Champaign, USA EXTENDED ABSTRACT Across six studies, we examined how nostalgic consumptions Authenticity, typically defined as being “real”, “genuine”, or enhanced experienced authenticity.
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