Psychologically Closer: How Spatial Product Scent in VR Enhances Consumer Evaluations, Intentions and Behaviours

Abstract

Product scent is a key sensory input that improves consumer responses to product marketing. To date, experiencing the scent of a product has been limited to the physical world. However, emerging virtual reality (VR) technologies allow consumers to smell products in VR, bridging the gap between physical and virtual experiences. In this thesis, I investigate the novel role of product scent in VR and its potential to enhance consumer experiences and product responses. Across four experimental studies, I explore how product scent in VR affects consumer responses. I compare products with scent in VR to those without scent (studies 1, 2, and 4), as well as to physical world products with and without scent (study 3). Importantly, I document and empirically test the role of psychological distance as the explanatory mechanism for the operation of VR product scent on consumer responses, and account for several alternative mechanisms (Studies 1 - 4). My findings demonstrate that enabling the consumer to experience the scent of the product in VR enhances responses compared to merely seeing it, whether in VR or physically. This improvement is attributed to the reduction of psychological distance in the presence of the scent. I contribute to theory by improving the understanding of how scent can enhance consumer responses to products presented in VR. Managerially, my findings offer actionable strategies for retailers to effectively integrate product scent into their VR experiences, thereby enhancing the sensory breadth of their VR offerings and evoking positive consumer responses.