@article{BrevesDodel2021,
  author    = {Breves, Priska and Dodel, Nicola},
  title     = {The influence of cybersickness and the media devices' mobility on the persuasive effects of 360° commercials},
  series = {Multimedia Tools and Applications},
  volume    = {80},
  journal   = {Multimedia Tools and Applications},
  number    = {18},
  issn      = {1573-7721},
  doi       = {10.1007/s11042-021-11057-x},
  url       = {http://nbn-resolving.de/urn:nbn:de:bvb:20-opus-269194},
  pages     = {27299-27322},
  year      = {2021},
  abstract  = {With the rise of immersive media, advertisers have started to use 360° commercials to engage and persuade consumers. Two experiments were conducted to address research gaps and to validate the positive impact of 360° commercials in realistic settings. The first study (N = 62) compared the effects of 360° commercials using either a mobile cardboard head-mounted display (HMD) or a laptop. This experiment was conducted in the participants' living rooms and incorporated individual feelings of cybersickness as a moderator. The participants who experienced the 360° commercial with the HMD reported higher spatial presence and product evaluation, but their purchase intentions were only increased when their reported cybersickness was low. The second experiment (N = 197) was conducted online and analyzed the impact of 360° commercials that were experienced with mobile (smartphone/tablet) or static (laptop/desktop) devices instead of HMDs. The positive effects of omnidirectional videos were stronger when participants used mobile devices.},
  language  = {en}
}