Virtual Reality (VR) is one of the most promising technologies in terms of business innovation. While a growing number of studies start addressing the role of VR in branding, much is still to be uncovered. The research objective of this study is to examine whether multi-sensory VR experiences can positively impact customer engagement. To this end, an experimental between-subjects design is administered, whereby 202 participants are exposed to one of 5 conditions of the ‘Boursin Sensorium 360 Virtual Reality Experience’ (i.e., with/without sound; and without scent/with a congruent scent/with an incongruent scent). The findings reveal that enriching a VR ad with a congruent smell evokes significantly stronger sensory experiences for consumers, which in turn increase the audience’s feeling of being present in the virtual environment. Telepresence and vividness of the experience, in turn influence both consumers’ emotions and cognitive evaluations, and ultimately also drive their purchase intentions.
Original languageEnglish
Title of host publication5th International AR & VR Conference
Subtitle of host publicationChanging realities in a dynamic world
Place of PublicationMünchen
Publication statusPublished - 2019

ID: 44511621