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Two experiments were conducted to address research gaps and to validate the positive impact of 360\u00b0 commercials in realistic settings. The first study (<jats:italic>N<\/jats:italic>\u2009=\u200962) compared the effects of 360\u00b0 commercials using either a mobile cardboard head-mounted display (HMD) or a laptop. This experiment was conducted in the participants\u2019 living rooms and incorporated individual feelings of cybersickness as a moderator. The participants who experienced the 360\u00b0 commercial with the HMD reported higher spatial presence and product evaluation, but their purchase intentions were only increased when their reported cybersickness was low. The second experiment (<jats:italic>N<\/jats:italic>\u2009=\u2009197) was conducted online and analyzed the impact of 360\u00b0 commercials that were experienced with mobile (smartphone\/tablet) or static (laptop\/desktop) devices instead of HMDs. The positive effects of omnidirectional videos were stronger when participants used mobile devices.<\/jats:p>","DOI":"10.1007\/s11042-021-11057-x","type":"journal-article","created":{"date-parts":[[2021,5,17]],"date-time":"2021-05-17T18:02:57Z","timestamp":1621274577000},"page":"27299-27322","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":13,"title":["The influence of cybersickness and the media devices\u2019 mobility on the persuasive effects of 360\u00b0 commercials"],"prefix":"10.1007","volume":"80","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4074-8027","authenticated-orcid":false,"given":"Priska","family":"Breves","sequence":"first","affiliation":[]},{"given":"Nicola","family":"Dodel","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2021,5,17]]},"reference":[{"issue":"2","key":"11057_CR1","doi-asserted-by":"publisher","first-page":"47","DOI":"10.1177\/002224298504900204","volume":"49","author":"DA Aaker","year":"1985","unstructured":"Aaker DA, Bruzzone DE (1985) Causes of irritation in advertising. 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