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ㅁ Abstract : Immersive virtual environments offer several novel affordances that allow users to interact with and experience mediated events that were difficult or impossible with traditional media. The effects of these virtual experiences transfer into the physical world to transform attitudes and behavior, shifting our traditional understanding of persuasive strategies. This talk addresses how immersive virtual environments may be used as tools of persuasion in the realms of health and consumer behaviors, discussing the tripartite interactions between reality, virtual reality, and humans.