Toward a Measurement of Sensory Richness: An Exploratory Approach
(2026) 50th AMS Annual Conference 2026 — Location: Savannah, Georgia, USA (12.May.2026)
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- Abstract
- Sensory marketing in digital environments requires reliable tools to assess how consumers perceive multisensory cues. This paper presents an exploratory effort to develop a holistic scale measuring perceived sensory richness in mediated contexts. Drawing on Churchill’s (1979) empirical-statistical model and Rossiter’s (2002) C-OAR-SE framework, we constructed and refined an initial item pool based on literature and adapted instruments. A Principal Component Analysis (N = 151) led to a 19-item scale structured around three dimensions: multisensory stimulation, sensory congruence, and holistic valence. Each dimension demonstrated strong internal consistency (α = .838 to .925), and the overall scale showed acceptable reliability (α = .711). Predictive validity was confirmed through regression analysis, revealing a significant positive effect of sensory richness on purchase intentions (β = 1.014, t = 8.576, p < .001). The scale offers a conceptually grounded and statistically robust instrument for evaluating sensory engagement in digital experiences. It is applicable across product categories and supports both academic research and managerial decision-making. The next phase involving expert interviews will refine item wording and ensure semantic precision. This work contributes to sensory marketing by operationalizing sensory richness as a multidimensional construct and providing a validated tool for future empirical studies.
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Baert, A., & Poncin, I. (2026). Toward a Measurement of Sensory Richness: An Exploratory Approach. 50th AMS Annual Conference 2026, Savannah, Georgia, USA. https://hdl.handle.net/2078.5/279245