Consumer consciousness in multisensory XReality

Clicks: 1
ID: 338402
2026
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal

Ranked #1,712 of 1,787 articles by views in Oxford University Press eBooks

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 1,787 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Abstract Chapter 7 explores how immersive technologies such as virtual reality (VR), augmented reality (AR), and extended reality (XR) shape consumer consciousness through multisensory stimulation, mental imagery, and avatar embodiment. Drawing on philosophical perspectives (e.g., Chalmers, 2022) and grounded cognition theory, the chapter argues that digital environments can elicit real, conscious experiences, particularly when sensory inputs and cognitive mechanisms converge. It highlights how mental imagery compensates for sensory gaps in digital contexts and how visual-enabling technologies (e.g., AR, 3D interfaces) enhance this process. The chapter reviews the growing role of sensory-enabling technologies (SETs), including haptics and olfaction, in enriching online experiences and enabling deeper engagement. The discussion then turns to XR’s epistemological and experiential challenges, noting that while immersive stimuli can foster presence and self-awareness, they can also produce illusions of consciousness, blur boundaries between real and virtual, and trigger identity disturbances. The embodiment of avatars, ranging from customized self-representations to idealized digital selves, further complicates consumers’ experience of self, potentially leading to both self-expansion and disconnection. Overall, the chapter underscores that XR does not merely simulate experience, it constructs new modalities of presence, meaning, and identity. For marketers, this presents both opportunities and responsibilities: crafting multisensory, meaningful engagements to support conscious, intentional consumer experiences. XR thus emerges not just as a technological shift but as a transformation in how consciousness, self, and value are enacted in digital consumption.
Reference Key
openalex_W7225094925 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Olivia Petit, Carlos Velasco
Are you one of these authors? Claim your profile
Journal Oxford University Press eBooks
Year 2026
DOI
10.1093/9780198909088.003.0007
URL
https://doi.org/10.1093/9780198909088.003.0007
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.