Chapter 4: Virtual Reality (VR)

This chapter is intended to provide a sufficient understanding of virtual reality (VR) in the context of Marketing to permit a Marketing Manager to interface well with a VR specialist. As defined in the Introductory Chapter, a VR Customer Technology Environment (CTE) is a computer-generated 3D (three dimensional) environment in which a customer gets immersed. To do so, the person must wear special equipment. Within the environment, the customer can interact with near-total sensory feedback with whatever enabled entities are in it, and can travel through time and space while being rooted in a physical location in real time. The type and extent of interaction depend on the equipment worn, the environment itself, and the extent and expertise of Artificial Intelligence (AI) used.