... in experiences of contemporary art allow consumers to enact different identity positions. Specifically, the authors show that through these enacted identity positions consumers perform different consumption acts, namely, access, immersion and escape, and a dialogical interaction occurring between primary...

... for VR research using realism-fantasy and immersion as dimensions. Next, we review the current state of empirical research for each quadrant. Finally, we synthesize research within each quadrant, specifying criteria and considerations for conducting research. In doing so, we propose an agenda...