96201 20230519145349.0 doi 10.1016/j.jbusres.2020.09.036 sideral 120743 ART-2021-120743 eng Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 The influence of scent on virtual reality experiences: The role of aroma-content congruence 2021 Access copy available to the general public Unrestricted We live in a multisensory world. Our experiences are constructed by the stimulation of all our senses. Nevertheless, digital interactions are mainly based on audiovisual elements, while other sensory stimuli have been less explored. Virtual reality (VR) is a sensory-enabling technology that facilitates the integration of sensory inputs to enhance multisensory digital experiences. This study analyzes how the addition of ambient scent to a VR experience affects digital pre-experiences in a service context (tourism). Results from a laboratory experiment confirmed that embodied VR devices, together with pleasant and congruent ambient scents, enhance sensory stimulation, which directly (and indirectly through ease of imagination) influence affective and behavioral reactions. These enriched multisensory experiences strengthen the link between the affective and conative images of destinations. We make recommendations for researchers and service providers with ambitions to deliver ambient scents, especially those congruent with displayed content, to enhance the sensorialization of digital VR experiences. info:eu-repo/grantAgreement/ES/DGA/LMP65-18 info:eu-repo/grantAgreement/ES/DGA/S20-17R info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 10.969 2021 BUSINESS 17 / 155 = 0.11 2021 Q1 T1 2.316 2021 Marketing 2021 Q1 11.2 2021 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Ibáñez-Sánchez, Sergio Universidad de Zaragoza (orcid)0000-0003-3088-4102 Orús, Carlos Universidad de Zaragoza (orcid)0000-0002-8253-4713 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 123 (2021), 289-301 J. bus. res. Journal of Business Research 0148-2963 945766 http://zaguan.unizar.es/record/96201/files/texto_completo.pdf Versión publicada 527941 http://zaguan.unizar.es/record/96201/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:96201 articulos driver 2023-05-18-13:25:24 ARTICLE