New Perspective of Consumer Behavior and Marketing: Immersive Technologies and Sensory Design

Topic Information

Dear Colleagues,

This topic aims to gather studies from various aspects to understand how and to what extent decision-making behavior and consumer behavior are affected by immersive technologies and sensory design. More importantly, it seeks to further explore how and to what extent these factors enhance consumption quality and consumer well-being. This topic encourages the exploration of the potential broader impacts of immersive technologies (including Virtual Reality (VR), Augmented Reality (AR), Augmented Virtuality (AV), and Pure Mixed Reality (PMR)) and sensory design (focuses on touch, taste, smell, sight, and sound) on society, management, businesses, and audiences across different domains, scenarios, and demographic groups. To bring together the latest developments in consumer behavior, decision sciences, experimental psychology, immersive technology, and sensory design, potential topics include but are not limited to:

• The impact of immersive technologies on consumer engagement and purchase decisions;
• The impact of immersive technologies and sensory design on consumer happiness and well-being;
• The role of immersive technologies in enhancing product understanding;
• Sensory design strategies for creating memorable brand experiences;
• The role of sensory design in marketing messaging;
• The impact of sensory design on consumer psychology and behavior;
• The effectiveness of immersive media in creating an emotional connection with brands;
• How touch technology can increase product trial and satisfaction;
• The role of multisensory stimuli on consumer behavior;
• Multimodal behavior experiment and experimental neurosciences;
• The impact of visual displays on consumer attention and retention;
• The integration of sound design in immersive marketing experiences;
• The role of immersive technology in enhancing empathy;
• The role of immersive technology in self-improvement category products;
• Immersive technology in tourism and travel marketing;
• The role of immersive technology in food marketing;
• The role of immersive technology in enhancing the well-being of disadvantaged groups;
• A cross-cultural comparison of consumer responses to immersive and sensory marketing strategies.

Dr. Shan Li
Dr. Sikandar Ali Qalati
Dr. Hong Wang
Topic Editors

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Administrative Sciences admsci	3.0	4.8	2011	29.1 Days	CHF 1400	Submit
Behavioral Sciences behavsci	2.5	2.6	2011	28.7 Days	CHF 2200	Submit
Businesses businesses	-	-	2021	24.7 Days	CHF 1000	Submit
FinTech fintech	-	-	2022	20.4 Days	CHF 1000	Submit

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All Administrative Sciences Behavioral Sciences Businesses FinTech

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19 pages, 1110 KiB  

Open AccessArticle

The Impact of Animated Mascot Displays on Consumer Evaluations in E-Commerce

by Jihyeon Oh and Daehwan Kim

Adm. Sci. 2025, 15(6), 203; https://doi.org/10.3390/admsci15060203 - 26 May 2025

Viewed by 151

Abstract

This study investigates consumer reactions to mascots on e-commerce websites, focusing on how anthropomorphic visual cues influence website satisfaction, revisit intention, and purchase intention. Specifically, we examine how mascot movement affects consumers’ sense of social presence and engagement, as well as the role [...] Read more.

This study investigates consumer reactions to mascots on e-commerce websites, focusing on how anthropomorphic visual cues influence website satisfaction, revisit intention, and purchase intention. Specifically, we examine how mascot movement affects consumers’ sense of social presence and engagement, as well as the role of team identification in these effects. A 3 (mascot type: none, static, animated) × 2 (team identification: high, low) between-subjects experiment was conducted with 203 participants recruited from Amazon Mechanical Turk. Our findings show that the presence of mascots significantly impacts consumer evaluations, with social presence and engagement acting as sequential mediators. Notably, high team identification moderates the effect of animated mascots on revisit and purchase intentions but does not affect website satisfaction. These results provide valuable theoretical and practical insights for marketing, highlighting the importance of mascot design and movement in enhancing e-commerce experiences. Full article

(This article belongs to the Topic New Perspective of Consumer Behavior and Marketing: Immersive Technologies and Sensory Design)

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