The current work investigates how consumers process sensory, affective, behavioural and intellectual brand experiences in the immersive environment of metaverse and the moderating role of product types (utilitarian vs hedonic).
This research follows a between-subject experimental design consisting of three studies with a 2×2 factorial design of Immersion (Low vs High) and Product Types (Utilitarian vs Hedonic) covering 496 participants. Hypotheses were tested using analysis of covariance (ANCOVA) and process model for mediation analysis.
The findings reveal that fun mediates the affective elaboration to influence sensory and affective brand experiences for hedonic products. Perceived diagnosticity mediates the cognitive elaboration to influence behavioural and intellectual brand experiences for both utilitarian and hedonic products. Social presence mediates both cognitive and affective elaboration to influence the sensory, affective, behavioural and intellectual brand experiences of hedonic products.
The current work contributes to the literature by examining brand experience in virtual environments of metaverse from a fresh perspective of affective-cognitive elaboration. It provides a nuanced perspective on the causal elements of fun, perceived diagnosticity and social presence that enhance the sensory and cognitive experiences of users in an immersive virtual environment. Additionally, the work establishes the boundary condition of product types (utilitarian vs hedonic) and provides impetus for brands to create engaging experiences that appeal to the mind and senses.
