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

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  • Flavián, Carlos
  • Ibáñez-Sánchez, Sergio
  • Orús, Carlos

Abstract

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.

Suggested Citation

  • Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:289-301
    DOI: 10.1016/j.jbusres.2020.09.036
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    2. Carnevale, Marina & Hadi, Rhonda & Luna, David & Pogacar, Ruth, 2023. "Follow your nose when it sounds right: How brand names influence consumer responses to product scents," Journal of Business Research, Elsevier, vol. 157(C).
    3. Pierre-Henry Leveau & Sandra Camus, 2023. "Influence of Embodiment and Challenges on Consumers’ Behavioral Intentions during a Virtual Reality Experience," Post-Print hal-04081149, HAL.
    4. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    5. Christou, Prokopis & Hadjielias, Elias & Simillidou, Aspasia & Kvasova, Olga, 2023. "The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering," Journal of Business Research, Elsevier, vol. 155(PB).
    6. repec:hal:journl:hal-04133314 is not listed on IDEAS
    7. Hongqidi Li & Wenyi Dong & Zhimeng Wang & Nuo Chen & Jianping Wu & Guangxin Wang & Ting Jiang, 2021. "Effect of a Virtual Reality-Based Restorative Environment on the Emotional and Cognitive Recovery of Individuals with Mild-to-Moderate Anxiety and Depression," IJERPH, MDPI, vol. 18(17), pages 1-30, August.

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