From Sensory Deficit to Engagement: How Sensory Dimensions Affect Online Consumer Response
(2025) AMS World Marketing Congress 2025 — Location: Dijon (2.July.2025)
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- Abstract
- In a growing e-commerce landscape, delivering sensory experiences in online environments that approximate the richness and engagement of physical store interactions is a challenge. Physical stores use direct sensory cues, such as scent, touch, and sound, to enhance customer engagement, while online platforms rely primarily on visual and auditory stimuli, which inherently limit the multisensory stimulation that more deeply engages consumers. As a result, online consumer interactions may suffer from a "sensory deficit" that impacts experience, engagement, satisfaction, and purchase behavior. Given this context, this thesis project aims to comprehensively analyze the online customer experience, focusing on the sensory dimension. It is divided into three articles. The first article presents a qualitative study examining potential sensory deficits and mechanisms used to mitigate them. The second will develop a measurement scale for online sensory richness. The third will explore the boundary effects of sensory enhancement to better understand the limits of stimulation that should not be exceeded. This project provides theoretical and managerial insights, highlighting the importance of strategies based on mental imagery and crossmodal interactions to reinforce sensory engagement in online environments.
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Baert, A., & Poncin, I. (2025). From Sensory Deficit to Engagement: How Sensory Dimensions Affect Online Consumer Response. AMS World Marketing Congress 2025, Dijon. https://hdl.handle.net/2078.5/279244