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TRSM Research Seminar by Dr. Mark Lee

Date
October 20, 2021
Time
11:00 AM EDT - 12:00 PM EDT
Contact
mpaidi@torontomu.ca

Presentation Title: Virtual Products as an Extension or a Presentation of my Body

Presentation Decsripton: Consumer’s ability to touch products is an essential component of one’s retail shopping experience. When the ability to touch is not available, Virtual Reality (VR) platforms may provide a simulated medium for consumers to haptically explore products. In multiple studies, we discover that a VR retail environment (vs. an online retail website) positively impacts hedonic shopping value. Further, we demonstrate that a VR retail environment leads to consumers perceiving certain products as an extension of the body as opposed to perceiving it as a presentation of the body. Our findings reveal that a VR retail environment is more suitable for products that are perceived as an extension of the body (e.g., tools) rather than as a presentation of the body (e.g., clothes). Finally, we unveil mediating pathways to these relationships involving telepresence and need for touch.

Presenter Bio: Dr. Seung Hwan (Mark) Lee is a Professor at Ted Rogers School of Management at Ryerson University. Dr. Lee’s primary research interests are in the consumer behavior discipline, specifically focusing on the structural dynamics of social networks and its impact on retail consumers. Professor Lee also contributes to the topic of branding, marketing education, and sensory marketing. He has published in top tier journals which include Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics, and Journal of Business Research. Dr. Lee was recently named as the recipient of the Axcess-Capon Distinguished Teaching Award by the Society of Marketing Advances (SMA) becoming only the second Canadian ever to receive this prestigious recognition.