The Impact of Virtual Reality on Charitable Donations

JAR Inside the Research Podcast

Join us in our latest podcast episode as we explore the innovative use of virtual reality (VR) technology in prosocial advertising with Da Qian from East China University of Science and Technology. I had the privilege to interview Da Qian about his research featured in the Journal of Advertising Research, titled "Put Yourself in the Donee’s Shoes: The Effect of Virtual Reality on Charitable Donations.” The study is co-authored with Ou Li from Hangzhou Normal University, Zhigeng Pan from Nanjing University of Information Science and Technology, and Han Qiu from Hangzhou Normal University. Together, they investigate how VR can significantly enhance the effectiveness of charitable donations compared to traditional advertising methods.
In this episode, we discuss:
- The role of VR in creating immersive experiences that can increase empathy and existential guilt among potential donors.
- The study’s findings that VR advertising leads to higher donation rates and larger donation amounts.
- Practical implications for charities and marketers on how to leverage VR technology to boost their fundraising efforts.
Listen to the podcast:
https://www.buzzsprout.com/2250188
Or watch it on on YouTube:
https://youtu.be/E2LOEqrTYm0
And read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/229
#Podcast #Marketing #VirtualReality #CharitableDonations #AdvertisingResearch #Empathy

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