Design of Experiment for Evaluation of Anomalous Environments for Product Visualization in Virtual Reality

Virtual reality metaverse is candidate to be the future platform for re-tail. Nevertheless, the knowledge in designing virtual environments and their influence on products is limited in literature. Common “brick and mortar” virtualization of shops as realistic digital twin is a reductive approach compared to more creative experiences. This work explores novel paradigms by evaluating “anomalous environ-ments” deviated from the ordinary conception. Different anomalies are evaluated within 8 scenes promoting an existing line of futuristic-looking tracksuits. The experimentation on 42 subjects, shows that anomalous environments, especially when aligned with the product's storytelling, can increase products likeability, interest and perceived valorization.