From attention to action: Key drivers to augment VR experience for everyday consumer applications

The rapid growth of AR/VR/XR technology resulted in development of various applications for branding, advertising and commerce. However, understanding consumer demands, and brand consumer-dynamics in creating immersive and engaging experiences is still a challenge. Part of the challenge reflects the lack of understanding on the fundamental processes underlying human behaviour (from attention to action) between virtual and real worlds. Note also that marketing in real worlds and in virtual worlds may differ, and thus, fostering reconsideration of existing VR theories and marketing strategies. The present study addresses the above challenges and aims at providing better understanding on how to augment AR/VR/XR experience for everyday consumer applications. In particular, multisensory processing and social interactions will be addressed in rendering VR experience that is much more immersive and engaging for the user, and thus, being a prerequisite for enhanced consumer journey. We suggest a framework encompassing the key determinants from attention to action, and thus, providing understanding on how to augment experience. Implementing the conceptual framework offers innovative ways for brands to reach, attract, and retain customers via appealing multisensory experiences enhancing the brand portfolio beyond the traditional shopping environment.