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

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