Project R-13796

Exploring Immersive Technologies and Crossmodal Correspondences in Enhancing Sensory Imagery and Consumer Behavior (Research)

The research investigates the impact of immersive technologies on sensory imagery and consumer reactions in online shopping environments. Through a series of studies, the research addresses three main objectives. Firstly, we aim to provide a deeper understanding of how sensory-enabling technologies influence sensory imagery, considering factors such as immersion, vividness, and telepresence, while also examining potential conflicts arising from hardware limitations and self-referencing mechanisms. Secondly, we explore the added value of crossmodal correspondences in the effects of immersive technologies on sensory imagery and consumer reactions, analyzing whether these effects follow a multiplicative, congruence, or fluency pattern. Lastly, we examine the impact of immersive technologies and sensory imagery on physical product perceptions and satisfaction. Through rigorous experimental designs and data analysis, the research seeks to provide insights into the intricate relationship between immersive technologies, sensory imagery, and consumer behavior in online retail settings, informing future developments in e-commerce strategies and technology integration.

01 October 2023 - 30 September 2027