Escaping the crowd: An experimental study on the impact of a Virtual Reality experience in a shopping mall Hasselt University
Crowding is largely associated with negative consumer outcomes such as shopping irritation and lower levels of shopping pleasure, less positive attitudes and less satisfaction toward the crowded store or mall. While previous research demonstrated the alleviating effect of slow music and greenery on this negative impact of high perceived crowding, this study examines the potential of a relaxing Virtual Reality (VR) experience in a shopping mall. ...