How Virtual Reality Can Increase Effectiveness of Prosocial Advertising
研究发现，相比传统二维广告，虚拟现实广告能增加慈善捐赠的人数和金额，其效果通过替代体验和存在愧疚感的连续中介实现，且受个体刺激需求高低的影响。
This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two-dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.