You Win Some, You Lose Some: Performing a Cognitive Task in Virtual Reality Increases Task Enjoyment but Decreases Task Performance

Jonas Heller; Sören Köcher; Robert Ciuchita; Sarah Köcher

You Win Some, You Lose Some: Performing a Cognitive Task in Virtual Reality Increases Task Enjoyment but Decreases Task Performance

Jonas Heller^*, Sören Köcher, Robert Ciuchita, Sarah Köcher

^*Corresponding author for this work

Marketing, Helsinki

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Original language	English
Title of host publication	2025 AMA Winter Academic Conference
Editors	Linda Alkire, Nailya Ordabayeva
Number of pages	2
Volume	36
Publisher	AMA - American Marketing Association
Publication date	2025
Pages	119-119
ISBN (Electronic)	978-0-87757-022-6
Publication status	Published - 2025
MoE publication type	A4 Article in conference proceedings
Event	2025 AMA Winter Academic Conference: Marketing in Service of Nature and Humanity - Phoenix, United States Duration: 14.02.2025 → 16.02.2025 https://www.ama.org/wp-content/uploads/2025/03/2025_AMA_Winter_Proceedings_Feb-20-2025.pdf

Keywords

512 Business and Management
virtual reality
task performance
task enjoyment

Access to Document

https://www.ama.org/wp-content/uploads/2025/03/2025_AMA_Winter_Proceedings_Feb-20-2025.pdf

OpenUrl availability

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Cite this

Heller, J., Köcher, S., Ciuchita, R., & Köcher, S. (2025). You Win Some, You Lose Some: Performing a Cognitive Task in Virtual Reality Increases Task Enjoyment but Decreases Task Performance. In L. Alkire, & N. Ordabayeva (Eds.), 2025 AMA Winter Academic Conference (Vol. 36, pp. 119-119). AMA - American Marketing Association. https://www.ama.org/wp-content/uploads/2025/03/2025_AMA_Winter_Proceedings_Feb-20-2025.pdf

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year = "2025",

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editor = "Alkire, {Linda } and Nailya Ordabayeva",

booktitle = "2025 AMA Winter Academic Conference",

publisher = "AMA - American Marketing Association",

address = "United States",

note = "2025 AMA Winter Academic Conference : Marketing in Service of Nature and Humanity ; Conference date: 14-02-2025 Through 16-02-2025",

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Heller, J, Köcher, S, Ciuchita, R & Köcher, S 2025, You Win Some, You Lose Some: Performing a Cognitive Task in Virtual Reality Increases Task Enjoyment but Decreases Task Performance. in L Alkire & N Ordabayeva (eds), 2025 AMA Winter Academic Conference. vol. 36, AMA - American Marketing Association, pp. 119-119, 2025 AMA Winter Academic Conference, Phoenix, Arizona, United States, 14.02.2025. <https://www.ama.org/wp-content/uploads/2025/03/2025_AMA_Winter_Proceedings_Feb-20-2025.pdf>

You Win Some, You Lose Some: Performing a Cognitive Task in Virtual Reality Increases Task Enjoyment but Decreases Task Performance. / Heller, Jonas; Köcher, Sören; Ciuchita, Robert et al.
2025 AMA Winter Academic Conference. ed. / Linda Alkire; Nailya Ordabayeva. Vol. 36 AMA - American Marketing Association, 2025. p. 119-119.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

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T1 - You Win Some, You Lose Some: Performing a Cognitive Task in Virtual Reality Increases Task Enjoyment but Decreases Task Performance

AU - Heller, Jonas

AU - Köcher, Sören

AU - Ciuchita, Robert

AU - Köcher, Sarah

PY - 2025

Y1 - 2025

KW - 512 Business and Management

KW - virtual reality

KW - task performance

KW - task enjoyment

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EP - 119

BT - 2025 AMA Winter Academic Conference

A2 - Alkire, Linda

A2 - Ordabayeva, Nailya

PB - AMA - American Marketing Association

T2 - 2025 AMA Winter Academic Conference

Y2 - 14 February 2025 through 16 February 2025

ER -