Special Topic Panel | Virtuality in Marketing: Changing the Consumer Experience through Augmented, Virtual, and Holographic Realities

October 15, 2016 | 3:45-4:30 P.M. | Los Angeles Convention Center

Virtual Reality: Changing the Consumer Experience through Augmented, Virtual and Holographic Realities

The past five years have brought exponential development and growth in old forms of interactive technology. Augmented, virtual, and holographic realities had all been envisioned in science fiction worlds such as in Minority Report, Avatar, and Back to the Future, Part II. However, advancements in computer programming, processing technology, graphical rendering, and device ubiquity mean the virtual is quickly converging on the realities of our present day.

Furthermore, this convergence is altering consumer expectations of what, where, and how virtual interactivity should be; virtuality is finally at the beginning of becoming a marketing mainstay.  As virtual world knowledge, fidelity, and presence improve for each of these technologies, it is going to become more important for marketing scholars and practitioners to understand these technologies. The panel is composed of academics and practitioners to discuss the following issues:

  1. What truly differentiates these virtual technologies and what is their current state?
  2. Why are are these differentiations important for the future of interactive research and practice?
  3. How do consumers respond/interact with the different virtual media?
  4. How are marketers currently using different virtual marketing strategies and what is the future of virtuality in marketing?
  5. What areas of virtuality can marketing researchers expand?
  • Ben Conway, COO, VNTANA holographic technology
  • Dave Pritchard, Co-Founder, COO, Silvr Thread
  • Spencer Ross, University of Massachusetts-Lowell

Moderator: Kristen Walker, California State University, Northridge