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Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience. / Willems, Kim; Brengman, Malaika; De Gauquier, Laurens.

5th International AR & VR Conference: Changing realities in a dynamic world . Vol. (forthcoming) München, 2019.

Research output: Chapter in Book/Report/Conference proceedingConference paperResearch

Harvard

Willems, K, Brengman, M & De Gauquier, L 2019, Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience. in 5th International AR & VR Conference: Changing realities in a dynamic world . vol. (forthcoming), München.

APA

Willems, K., Brengman, M., & De Gauquier, L. (2019). Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience. In 5th International AR & VR Conference: Changing realities in a dynamic world (Vol. (forthcoming)). München.

Vancouver

Willems K, Brengman M, De Gauquier L. Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience. In 5th International AR & VR Conference: Changing realities in a dynamic world . Vol. (forthcoming). München. 2019

Author

Willems, Kim ; Brengman, Malaika ; De Gauquier, Laurens. / Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience. 5th International AR & VR Conference: Changing realities in a dynamic world . Vol. (forthcoming) München, 2019.

BibTeX

@inproceedings{55ae8d644b734296af5d35156d055a96,
title = "Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience",
abstract = "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.",
author = "Kim Willems and Malaika Brengman and {De Gauquier}, Laurens",
year = "2019",
language = "English",
volume = "(forthcoming)",
booktitle = "5th International AR & VR Conference",

}

RIS

TY - GEN

T1 - Customer Engagement In Multi-Sensory VR Advertising: The Boursin Sensorium Experience

AU - Willems, Kim

AU - Brengman, Malaika

AU - De Gauquier, Laurens

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

M3 - Conference paper

VL - (forthcoming)

BT - 5th International AR & VR Conference

CY - München

ER -

ID: 44511621