Psychological discomfort during the brand experience in VR-based metaverses: The role of brand attitude ex ante

The high immersion perceived during virtual reality (VR)-based metaverse experiences can boost psychological discomfort in consumers, who currently seem wary of this context. Considering that several brands are investing in developing immersive brand experiences, it is relevant to investigate the possible causes of negative attitudes toward VR-based metaverses. Accordingly, the present study aims to test a model on the negative impact of psychological discomfort on VR-based metaverse attitude during an immersive brand experience, as well as the moderating role of brand attitude ex ante. The dataset was collected through a survey involving 280 Italian Gen Z consumers who responded after enjoying a specific brand experience in Roblox's metaverse. LISREL 8.80 and SPSS software were used for data analysis. The results revealed a significant negative relationship between psychological discomfort and attitudes toward VR-based metaverses. Moreover, the model reveals the moderating role of brand attitude, whereby when brand attitude ex ante is higher, the negative effect of psychological discomfort on attitude toward the VR-based metaverse is reduced until it disappears altogether. The study contributes to the academic literature related to marketing in the metaverse and cyberpsychology. In addition, fruitful managerial implications are offered.