Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via visual and auditory cues. Human beings use more senses to gather information, so expectedly, the full potential of this medium is currently not yet tapped. This study contributes in answering two research questions: How can conventional VR ads be enriched by also addressing the forgotten sense of smell?; and Does doing so indeed instill more engaging experiences? A 2 × 3 between-subjects study is (...) conducted, whereby an existing branded VR commercial is augmented with “sound” and “scents.” The power of these sensory augmentations is evaluated by inspecting emotional, cognitive and conative dimensions of customer engagement. The results identify product-scent congruence as a deal-maker, albeit product-scent incongruence is not necessarily a deal-breaker. The article concludes with further research avenues and a translation into managerial implications. (shrink)

Conceptual metaphor theory (CMT) has become prominent in metaphor scholarship because of its explanation of the relations between people's metaphoric thoughts and their use of metaphoric discourse. Our aim in this article is to explore the temporal characteristics of how conceptual metaphors shape verbal metaphor use. We argue that cognitive linguistics and psycholinguistics mostly adopt simplistic, and psychologically implausible, views of how conceptual metaphors are activated and then constrain people's comprehension of metaphoric language. But more contemporary ideas on how cognitive (...) processing unfolds over time in human experience provide better models of how conceptual metaphors shape verbal metaphor use. The implications of this newer vision of CMT are discussed, particularly in regard to methods for studying how conceptual metaphors support interpretation of linguistic metaphor. (shrink)