Effects of Immersion and Visual Angle on Brand Placement Effectiveness

Abstract

Typical inherent properties of immersive Virtual Reality (VR) such as felt presence might have an impact on how well brand placements are remembered. In this study, we exposed participants to brand placements in four conditions of varying degrees of immersion and visual angle on the stimulus. Placements appeared either as poster or as puzzle. We measured the recall and recognition of these placements. Our study revealed that neither immersion nor the visual angle had a significant impact on memory for brand placements.