New research found that more immersive tech doesn’t always mean more buyers. Every few months, another company announces a bold new virtual reality shopping experience. The assumption is easy enough to understand. If customers become more immersed, they’ll become more convinced. Right? New research says it isn’t that simple. The researchers found that immersive VR often outperformed desktop-based VR, but only under specific conditions. When customers could already rotate, inspect, and...