The effectiveness of a marketing virtual reality learning simulation : A quantitative survey with psychophysiological measures

• Published in: British journal of educational technology Vol. 52; no. 1; pp. 196 - 213
• Main Authors: Sung, Billy, Mergelsberg, Enrique, Teah, Min, D’Silva, Brandon, Phau, Ian
• Format: Journal Article
• Language: English
• Published: Coventry Wiley 01.01.2021; Blackwell Publishing Ltd
• Subjects: Attitudes; Business Administration Education; College Students; Computer Simulation; Educational technology; Higher education; Immersion programs; Instructional Materials; Learner Engagement; Learning; Marketing; Marketing education; Measurement Equipment; Prototypes; Simulation; Student Attitudes; Students; Supplementary Education; Surveys; Teaching Methods; Technical education; Technology Uses in Education; Video Technology; Virtual reality

Virtual reality (VR) technology has been shown to be a promising teaching method in STEM subjects. Extending these findings, the current study is the first to develop and examine the feasibility of using a VR simulation in marketing (ie, a non-STEM subject). Specifically, the levels of immersion and...