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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
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: