Topic Editors

Dr. Shan Li
Business School, Sichuan University, Chengdu 610017, China
School of Finance and Economics, Jiangsu University, Zhenjiang 212013, China
Dr. Hong Wang
Business School, Chengdu University of Technology, Chengdu 610059, China

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

Abstract submission deadline
31 December 2025
Manuscript submission deadline
31 December 2026
Viewed by
918

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

  • consumer behavior
  • immersive technologies
  • sensory marketing
  • consumer happiness and well-being
  • virtual reality marketing
  • consumer experience
  • advertising effectiveness

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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Published Papers (1 paper)

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19 pages, 1110 KiB  
Article
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
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