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DTSTART;TZID=Europe/Dublin:20241101T130000
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CLASS:PUBLIC
CREATED:20241016T163628
DESCRIPTION: Title: Are VR Headsets the ‘Final Platform’ for Hedonic Me
 dia? Understanding Consumer Responses to High Immersive Virtual Experience
 s \n\n Abstract: While proponents of virtual reality (VR) technology have 
 argued that VR will be "the final platform" for hedonic media such as game
 s\, and companies like Meta and Apple have invested billions in the techno
 logy\, VR headsets have not (yet) achieved a breakthrough as mass-market d
 evices. This research aims to enhance the understanding of consumer respon
 ses to highly immersive gaming experiences by testing the fundamental assu
 mption that accessing virtual worlds through high-immersion devices (refer
 red to as the “final platform”) generates greater consumer value than 
 using lower-immersion devices (such as PCs). We develop a conceptual model
  of value generation for hedonic consumption experiences in virtual worlds
 \, drawing on self-determination and media theory\, and test this model wi
 th experimental studies across two main types of hedonic consumption exper
 iences in virtual worlds: high-fidelity gaming and metaverse gaming. \n\n 
 Bio: Thorsten Hennig-Thurau alias “ProfTHT” is Professor of Marketing 
 at the University of Münster\, Germany\, and holds the Chair for Marketin
 g &amp\; Media Research at the university's Marketing Center. He oversees 
 the university’s M.B.A. in Marketing program and serves as Academic Dire
 ctor of the XRLab@MCM. Thorsten is consistently ranked as one of Germany
 ’s leading business scholar\; the Stanford study in PLOS lists him among
  the Top 100 most impactful marketing scholars globally (Rank 52 as of 202
 4). Thorsten’s work studies the digital and cultural economies and has b
 een honored with several awards\, including a Lifetime Award for Published
  Scholarly Contributions from the UCLA and the JAMS Sheth Foundation Best 
 Paper Award in 2015\, 2018\, and also in 2023. His publications include th
 e seminal article on 'EWOM' (cited more than 10k times) and the 900-pages 
 monograph 'Entertainment Science'\, which has been downloaded almost 2 mil
 lion times. \n\n Note: Tea/coffee and sandwiches will be served between 12
 -1pm at room 419. \n\n Photographs will be taken during this seminar and m
 ay be shared on social media. If you do not wish to appear\, please notify
  tbs.research@tcd.ie. \n
LAST-MODIFIED:20250327T105940
LOCATION:Room 333 & via Zoom
ORGANIZER:mailto:TBS.Research@tcd.ie
SUMMARY:Research Seminar: Professor Thorsten Hennig-Thurau
URL;VALUE=URI:https://ti.to/trinity-business-school/research-seminar-thorst
 en-hennig-thurau
URL;VALUE=URI:https://ti.to/trinity-business-school/research-seminar-thorst
 en-hennig-thurau
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