论坛摘要 Abstract:

Virtual reality (VR) simulations provide an efficient, flexible, and reliable method for recreating the in-store shopping experience and measuring consumers' reactions to new marketing concepts at the point of purchase. Dr. Burke’s presentation will give an overview and demonstration of virtual shopping simulations, discuss the benefits and limitations of lab-based and online research tools, and outline the steps for creating an effective shopping simulation. He will share a case study conducted with General Mills (a cereal manufacturer) to illustrate how VR technologies can be applied in concept testing and computer-simulated test marketing. A few other VR applications will be discussed at the end of the talk.

嘉宾简介 Bio of the Speaker：

Raymond R. Burke is the E.W. Kelley Professor at Indiana University’s Kelley School of Business, and founding director of the School’s Customer Interface Laboratory, a state of the art facility for investigating how customers interact with new retail environments and technologies. His research focuses on understanding the influence of point of purchase factors (including new products, packaging, pricing, promotions, assortments, and displays) on consumer shopping behavior. His articles have appeared in various journals, including the Harvard Business Review, Journal of Consumer Research, Journal of Marketing, and Marketing Science. He is also coauthor of the book ADSTRAT: An Advertising Decision Support System. Ray teaches Applied Marketing Research and Consumer Channels Management in the MBA Program, and was recognized by CNN/Fortune as one of the top 50 business school teachers in the world. Prior to joining IU, he served on the faculties of the Harvard Business School and the University of Pennsylvania’s Wharton School. He has consulted for a number of leading companies in consumer packaged goods, durable goods, and service industries and his virtual shopping technology has been used by market research firms around the world.