What is it about?
Over the past few decades, cinemas have been using diverse and immersive technologies to enhance the moviegoer’s experience. One of these technologies is a vibro-kinetic motion seat, which provides high fidelity haptic feedback perfectly synchronized with the movie scenes. This study investigates the effect of this technology on product placement memorization. Results suggest that a vibro-kinetic experience has an effect on a spectator’s memorization in that the representation of brands are richer.
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Why is it important?
Product placement is an important source of revenue in the entertainment industry. Understanding how rich moviegoer's memories are formed is essential to help design improve entertainment experiences.
Perspectives
The recent advances in vibro-kinetic motion seat in the industry offer a unique playground for researchers to further our understanding of human reactions to multisensory experience. Research is needed to continue to advance neuroscientific knowledge to prepare the next generation of entertainment professionals.
Pierre-Majorique Léger
HEC Montréal
Read the Original
This page is a summary of: The effects of a high fidelity vibro-kinetic multisensory experience on implicit and explicit brand recognition., Journal of Neuroscience Psychology and Economics, March 2019, American Psychological Association (APA),
DOI: 10.1037/npe0000103.
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