Virtual Reality in the Motion Picture Industry: The Relationship among Movie Coolness, Sympathy, Empathy, and Word-of-Mouth

Abstract

The current study aims to explore whether virtual reality can be more effective that traditional 2 D in influencing empathy, sympathy, movie coolness and word-of-mouth. A factorial design 2 (movie story: documentary, animation) x 2 (technology format: 2 D, VR) between-subjects experiment approach was employed. The 2 D counterparts are available on YouTube and the VR version was downloaded to be experienced with the Oculus Rift headset device. A total of 145 participants were recruited. Findings reveal the combined effects of technological format and movie genre have a significant influence on coolness perception. Empathy influence movie coolness and these, in turn, predict word-of-mouth.

KEYWORDS:

• brand coolness
• empathy
• sympathy
• motion picture
• storytelling
• WOM