This three-item scale measures how real an object looks to a person, particularly an object experienced in a virtual reality simulation. Harz, Hohenberg, and Homburg (2022) used two versions in a laboratory experiment on using virtual reality for prelaunch sales forecasting of durable products: one referring to the virtual store and one referring to the products. The authors drew inspiration from Cho, Shen, and Wilson (2014), who proposed a five-factor structure for perceived realism.
7-point Likert-type (verbal anchors not reported; likely strongly disagree / strongly agree)
Store version
Products version
Full scale items shown. Always cite the original source when using this scale in research.
Composite reliabilities were .98 (store version) and .91 (products version) in Study 2 (n = 210) (Harz, Hohenberg, and Homburg 2022, p. 171). CFA supported the discriminant validity of both versions relative to twelve other multi-item measures (p. 170); AVEs were .95 (store) and .77 (products) (p. 171). The store version uses items 1-3 with 'store' in the blanks; the products version uses items 1, 2, and 4 with 'products' in the blanks. Minor rewording should allow use with other objects (e.g., museum, zoo, bank), but heavier rewording calls for re-checking the scale's psychometric quality. See also Realism of the Object (ID 90098) and Virtual Reality Sensory Immersion (ID 90273), the latter from the same article.
Harz, Nathalie, Sebastian Hohenberg, and Christian Homburg (2022), "Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables," Journal of Marketing, 86 (3), 157-179.
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