Sales Skills Training in Virtual Reality: An evaluation utilizing CAVE and Virtual Avatars

2025-10-16

AI Summary

This study investigates the efficacy of integrating CAVE (Cave Automatic Virtual Environment) systems with adaptive virtual agents to support immersive sales training, specifically targeting interpersonal communication and negotiation skills. A within-subjects experimental design was employed, in which 20 participants engaged with virtual agents exhibiting distinct communication styles across four randomized dealership scenarios, facilitated by a semi-immersive VR platform enabling collaborative learning and peer feedback. Results indicate stable levels of presence and immersion across all conditions; neither environmental variables nor agent communication style significantly affected experiential consistency (p > 0.05), confirming system feasibility and robustness. The key contribution is the development of the first controllable, scalable sales training paradigm leveraging CAVE infrastructure and parameterizable virtual agents—providing empirical validation and a technical framework for high-fidelity, simulation-based soft-skills training in professional contexts.

Technology Category

• Multiagent Systems: Agent Communication
• Cognitive Modeling & Cognitive Systems: Agent Architectures
• Humans and AI: Game Design — Virtual Humans, NPCs and Autonomous Characters

Application Category

• User Modeling, Personalization and Recommendation: User modeling and simulation for interactive and conversational systems
• Search and Retrieval-Augmented AI: Agentic search
• Semantics and Knowledge: Data modeling to support human-machine intelligence, including LLMs agents, intelligent system behavior, explanations, and user-friendly interactions

Abstract

This study investigates the potential of virtual reality (VR) for enhancing sales skills training using a Cave Automatic Virtual Environment (CAVE). VR technology enables users to practice interpersonal and negotiation skills in controlled, immersive environments that mimic real-world scenarios. In this study, participants engaged in sales simulations set in a virtual dealership, interacting with avatars in different work settings and with various communication styles. The research employed a within-subjects experimental design involving 20 university students. Each participant experienced four distinct sales scenarios randomized for environmental and customer conditions. Training effectiveness was assessed using validated metrics alongside custom experience questions. Findings revealed consistent user experience and presence across all scenarios, with no significant differences detected based on communication styles or environmental conditions. The study highlights the advantages of semi-immersive VR systems for collaborative learning, peer feedback, and realistic training environments. However, further research is recommended to refine VR designs, improve engagement, and maximize skills transfer to real-world applications.

Problem

• Evaluating VR sales training effectiveness in CAVE environments
• Assessing interpersonal skill development through avatar interactions
• Measuring training transfer potential to real-world applications

Innovation

• Used CAVE system for immersive sales training
• Employed virtual avatars with diverse communication styles
• Implemented within-subjects design across multiple scenarios