Brengman Malaika, Willems Kim, De Gauquier Laurens
Marketing & Consumer Behavior Cluster, Business Department, Faculty of Social Sciences & Solvay Business School, Vrije Universiteit Brussel, Brussel, Belgium.
Marketing & Strategy Department, Faculty of Business Economics, Hasselt University, Hasselt, Belgium.
Front Psychol. 2022 Mar 21;13:747456. doi: 10.3389/fpsyg.2022.747456. eCollection 2022.
Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via and cues. Human beings use more senses to gather information, so expectedly, the full potential of this medium is currently not yet tapped. This study contributes in answering two research questions: (1) How can conventional VR ads be enriched by also addressing the ?; and (2) Does doing so indeed instill more engaging experiences? A 2 × 3 between-subjects study ( = 235) is conducted, whereby an existing branded VR commercial (Boursin Sensorium Experience) is augmented with "sound" (on/off) and (congruent/incongruent/no) "scents." The power of these sensory augmentations is evaluated by inspecting emotional, cognitive and conative dimensions of . The results identify as a deal-maker, albeit product-scent incongruence is not necessarily a deal-breaker. The article concludes with further research avenues and a translation into managerial implications.
尽管虚拟现实（VR）有能力让观众沉浸于一种体验之中，但它通常仅通过视觉和听觉线索来吸引观众。人类会运用更多感官来收集信息，所以不出所料，这种媒介的全部潜力目前尚未得到挖掘。本研究有助于回答两个研究问题：（1）如何通过也处理嗅觉来丰富传统的VR广告？以及（2）这样做是否确实能带来更具吸引力的体验？进行了一项2×3组间研究（N = 235），其中一个现有的品牌VR广告（乐芝牛感官体验）添加了“声音”（开/关）和（一致/不一致/无）“气味”。通过检查广告的情感、认知和意动维度来评估这些感官增强的效果。结果表明气味是促成交易的因素，尽管产品气味不一致不一定是交易的破坏因素。本文最后提出了进一步的研究途径以及对管理启示的阐释。
