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Keywords: Perceived realism
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2022) 24 (1): 195–220.
Published: 17 March 2022
... and compare the effectiveness of two virtual reality technologies, the avatar and anthropomorphic virtual agents, on consumers’ psychological states and perceived realism. Design/methodology/approach An experimental survey was conducted to measure the potential superiority of the anthropomorphic virtual...
