Virtual Reality images’ impact on cognition and affect in hotel promotions: Application of self-reported and psycho-physiological measures

The current study examines how two types of Virtual Reality (VR) hotel images impact cognition and affect when used for promotional purposes. The study employs psycho-physiological measurement tools along with a self-reported survey method to evaluate: (1) affective responses, (2) Cognitive Load, and (3) and attitudinal and behavioral intention responses that two types of VR hotel images, static and 360°, produce in an experimental lab setting. A boutique hotel lobby and a guest room were captured as static and 360° VR images. Participants were randomly assigned to one of the two types of VR images. The sample was comprised of 60 university students from the South-Central United States. Parametric and non-parametric tests were used to compare survey, fNIR, Biopac MP-160 skin conductance and heart rate, and eye tracking responses. No statistically significant differences between two experimental conditions were found by means of self-reported measures, except temporal dimension of Cognitive Load. However, psycho-physiological measures detected statistically significant differences between the two experimental groups in arousal (one of the main affective dimensions), thus, supporting usefulness of adding psycho-physiological tools in consumer behavior studies and usage of more immersive and engaging 360° VR images. The findings also help to explain inconsistencies in previous VR imaging studies that relied on self-reported measures only.