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Research Week: Examining the Effect of Store Atmospherics with Immersive Te...

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Curtin HIVE

John Curtin Gallery - Building 200A

Kent Street

Bentley, WA 6102

Australia

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Presented By:

Billy Sung, Min Teah & Isaac Cheah

Abstract:

In collaboration with Curtin HIVE, The Luxury Branding Consumer Research Lab (LBCRL) used the four-metre-diameter DOME display to immerse consumers into a 360° ultra-realistic, panoramic environment of a chocolate store. The immersive technology provided the ability to recreate and manipulate the store atmospheric with the much-needed ecological validity in marketing research. This allows the researchers to examine the effect of sensory cues on luxury perception and purchase intention within a highly controlled, immersive, and realistic environment. Combined with biometric measures such as facial expression, the findings of the research project suggest that sensory cues within a store atmospheric play an important role in shaping luxury perception and evoking excitement toward purchasing the product. In this presentation, the team will demonstrate the use of the DOME display and showcase preliminary findings from the project.

About the Presenters:

Dr Billy Sung is a lecturer at the School of Marketing, Curtin Business School. He is a member of the Luxury Branding Research Cluster and currently managing the Luxury Branding Consumer Research Lab. Dr. Billy Sung's research has been based on the study of emotion and the application of psychophysiological methodology in multiple disciplines including marketing, consumer psychology, health, and robotics.

Dr Min Teah is a lecturer at the School of Marketing, Curtin Business School. She is a member of the Luxury Branding Research Clsuter. Her research focuses on luxury branding, consumer behaviour, brand mimicry and ethical consumption. Dr. Min Teah has also been involved in a number of industry research and consulting projects with domestic and international clients such as Livelynk, Gabriel Chocolate, Simmos Ice Cream, Nash and Lust Pearls, Shiseido, amongst others.

Dr Isaac Cheah is a senior lecturer at the School of Marketing, Curtin Business School. He is a member of the Luxury Branding Research Cluster. He has business experience in media consulting and market research in the retail and advertising industry in Australia and Asia. His areas of research focus include: country image (brand origin, country of ownership, ethnocentrism, regiocentrism), advertising appeals (nostalgic appeals) and branding issues (brand extensions, brand personality, brand image and sustainable consumption).

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Location

Curtin HIVE

John Curtin Gallery - Building 200A

Kent Street

Bentley, WA 6102

Australia

View Map

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