The influence of scent on virtual reality experiences: The role of aroma-content congruence

Flavián, Carlos (Universidad de Zaragoza) ; Ibáñez-Sánchez, Sergio (Universidad de Zaragoza) ; Orús, Carlos (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1016/j.jbusres.2020.09.036

Año: 2021

Publicado en: Journal of Business Research 123 (2021), 289-301
ISSN: 0148-2963

Factor impacto JCR: 10.969 (2021)

Categ. JCR: BUSINESS rank: 17 / 155 = 0.11 (2021) - Q1 - T1

Factor impacto CITESCORE: 11.2 - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 2.316 - Marketing (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/LMP65-18
Financiación: info:eu-repo/grantAgreement/ES/DGA/S20-17R

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)