“…Visuals at the point of sale can evoke emotions, both positive and negative, and thus influence the consumer's ultimate behavior. As a result, consumer emotions in Virtual Reality can not only determine the choice of a product or brand, making the final purchase decision, but also how long the consumer will stay at the point of sale, or what distance he will travel to find the product that is the "right" one in his or her opinion (Achar et al, 2016;Alsharif et al, 2021;Ceccacci et al, 2018;Chitturi, 2009;Dawson et al, 1990;East et al, 1994;Gaur et al, 2014;Guo et al, 2020;Hansen & Christensen, 2007;Hui et al, 2013;Larson et al, 2005;McDonald, 1994;Mostafa & Kasamani, 2020;Petrosky-Nadeau et al, 2016;Pluta-Olearnik & Szulga, 2022;Spanjaard et al, 2014;Syaekhoni et al, 2018;XWang et al, 2019) The practical application of emotion research in Virtual Reality to analyze consumer behavior in the market may encompass a variety of aspects, such as emotional states and choices, extreme emotions in shopping, emotional evaluations of stimuli, the universality of emotions in consumer behavior, culture versus consumer expression of emotions, the functions of mood and emotions in consumer decisions, impulsive purchases, and advertising as a source of consumer emotions (Amin Ul Haq & Abbasi, 2016;Babin & Harris, 2023;Cruz et al, 2016;Curtis et al, 2017;de Mooij, 2019;East et al, 1994;Furnham & Milner, 2013;Gerrig et al, 2015;Geuens et al, 2011;Grigorios et al, 2022;Hamelin et al, 2017;Hansen & Christensen, 2007;Laros & Steenkamp, 2005;…”