Multi-sensory feedback can potentially improve user experience and performance in virtual environments. As it is complicated to study the effect of multi-sensory feedback as a single factor, we created a design space with these diverse cues, categorizing them into an appropriate granularity based on their origin and use cases. To examine the effects of tactile cues during non-fatiguing walking in immersive virtual environments, we selected certain tactile cues from the design space, movement wind, directional wind and footstep vibration, and another cue, footstep sounds, and investigated their influence and interaction with each other in more detail. We developed a virtual reality system with non-fatiguing walking interaction and low-latency, multi-sensory feedback, and then used it to conduct two successive experiments measuring user experience and performance through a triangle-completion task. We noticed some effects due to the addition of footstep vibration on task performance, and saw significant improvement due to the added tactile cues in reported user experience.

Doctor of Philosophy / Department of Hospitality Management / Chihyung Ok / Carol W. Shanklin / Impulse buying has gained interest from both researchers and practitioners because of its contribution to sales and profits. The past decade has seen a dramatic increase in the number of mobile food vending in the United States. Open-air selling by vendors may encourage consumers to buy food on impulse. Food sold on streets involves sensory cues that strongly induce impulse buying. Unlike normal buying behavior, impulse buying is greatly affected by emotion, but it may also be explained by cognition. Although impulse buying of food is a prevalent phenomenon, little academic research has been conducted regarding food consumption impulse. Further, there remains a lack of clear understanding of the link between emotions and impulse buying. The purpose of this study was to explore and empirically test consumers’ impulse buying behavior of food from street vendors and to identify determinants such as sensory cues, arousal and pleasure as emotional responses, perceived risk as a cognitive response, and the urge to buy impulsively. In particular, Study 1 proposed a theoretical model identifying the effects of sensory cues on arousal, pleasure, and perceived risk and, in turn, the urge to buy impulsively and impulse buying behavior. Study 2 proposed food neophobia and perceived human crowding as a possible moderator that may function in the relationship between emotions and impulse buying. Data were collected from 361 consumers who were 18 years or older and had purchased food from mobile vendors at a participating festival or event in the United States. The proposed relationships were tested using structural equation modeling and hierarchical multiple regression analysis. In terms of direct effects, Study 1 found that sensory cues were positively related to arousal, pleasure, and the urge to buy impulsively and were negatively related to perceived risk; arousal and pleasure were positively associated with the urge to buy impulsively; perceived risk was negatively associated with the urge to buy impulsively; and the urge to buy impulsively was positively linked with impulse buying behavior. Further, arousal, pleasure, and perceived risk partially mediated the relationship between sensory cues and the urge to buy impulsively. Study 2 concluded that perceived human crowding moderates the effect of arousal and pleasure on the urge to buy impulsively and, in turn, impulse buying behavior. Food neophobia had no moderating effect. The study findings add to the understanding of consumer impulse buying in the context of street food. In addition to its contribution to the literature, practical applications that mobile food businesses could use to attract and retain customers are provided. The study concludes with general discussions of limitations and areas for future research.

Background: Today’s marketers are focusing on creating more than just a transaction place for consumers seeking to purchase products in physical stores, such as a pleasant in store experience. The reason for this is due to the increased competition that present retailers are experiencing. The implementation of sensory marketing in stores has been proven to be useful in order to influence the behaviors of consumers. To do so, sensory cues have been applied as a mean to trigger the emotions of the people visiting the stores. Scholars have stressed the importance of identifying in what manner different sensory cues affect the behavior of consumers. Moreover, there is a need to further research how a visual sensory cue could influence the approach behavior of consumers and enhance their desire to touch products.   Purpose: The purpose of this thesis is to expand the knowledge of how a certain visual sensory cue in a retail atmosphere influences the consumers’ approach behavior and the desire to touch. Additionally, in order to attain valuable insights, two research questions have been designed.   Method: A mixed research methodology has been applied for this study, where the triangulation of using observations, follow-up interviews and in-depth interviews has acted as the source to fulfill the objective of this thesis. The conducted observations account for the quantitative data that have been collected, whereas the follow-up and in-depth interviews generated rich qualitative data. The main methodological focus of this study is to ensure the ability to interpret the findings. Therefore, in order to identify how visual cues influence consumers’ approach behavior and the desire to touch, an inductive approach has been used together with open questions to generate fruitful conversations and theory development. In order to obtain the required data a convenience sampling procedure was employed.   Conclusion: The empirical findings suggest that visual stimuli in the store environment can influence approach behavior of consumers. However, to what extent the visual sensory cue affected the approach behavior and the desire to touch among the participants of this study could not be accounted for. The empirical findings demonstrate that color and smell in the store environment had a positive effect on the emotions of the participants. This further influenced the approach behavior, as well as the desire to touch products.

Todo ser humano apresenta oscilações posturais aleatórias durante a postura ereta quieta advindas de mecanismos centrais e periféricos. Um toque suave (LT do inglês light touch) de um dos dedos sobre uma superfície fixa ao solo resulta em uma pista sensorial adicional, que promove uma diminuição das oscilações posturais. Entretanto, há necessidade de se obter maiores conhecimentos sobre mecanismos associados ao LT, tanto no que tange a aspectos sensoriais quanto motores associados ao fenômeno. O presente estudo teve como objetivo avançar no entendimento sobre a influência do LT sobre o comportamento de múltiplas variáveis extraídas durante a postura ereta quieta. O primeiro capítulo investigou quantificadores de oscilações posturais com base em medidas como o centro de pressão (CP), centro de massa (CM) e ângulos segmentares e corporais durante experimentos com condições em superfície estável e instável, com olhos abertos e olhos fechados, comparando as condições com e sem LT. Adicionalmente, foi analisada a coerência espectral entre sinais de eletromiograma de diferentes músculos do corpo e os quantificadores acima elencados nas diferentes condições. Os resultados mostraram que o LT diminui o nível de ativação de alguns músculos, principalmente o músculo gastrocnêmico medial, importante na manutenção do controle postural. A variabilidade dos ângulos segmentares e corporais, conjuntamente com variáveis extraídas do CP e do CM diminuíram em condições com LT. Na análise de coerência o LT promoveu algumas alterações nos padrões de oscilação entre ângulos, CP, CM e sinais de eletromiograma, porém com poucas modificações na fase entre os sinais. Na análise de coerência intermuscular, comparando pares de músculos do lado direito e esquerdo do corpo, observou-se que para os membros inferiores a coerência ocorre geralmente na faixa de 0 a 1-2 Hz (em fase), podendo aumentar a faixa de frequência em situações mais instáveis (sem visão e superfície instável), em que o LT passa a influenciar de maneira mais significativa a coerência entre os sinais. O segundo capítulo deste estudo foi motivado por estudos que mostraram ser possível manipular as entradas sensoriais geradas pelo dedo durante o LT. O presente estudo investigou se a retirada de uma entrada sensorial proprioceptiva associada ao dedo é capaz de alterar a oscilação postural, possibilitando a separação e quantificação da contribuição sensorial cutânea da contribuição proprioceptiva dos músculos do terceiro dedo. O controle postural foi avaliado com os sujeitos de olhos fechados e sobre uma superfície instável. Os resultados indicaram que a retirada da informação sensorial proprioceptiva do dedo diminuiu a variabilidade e a velocidade do CP, indicando que a informação cutânea sem a adição de interferências proprioceptivas pode diminuir as oscilações posturais / Human subjects during upright stance show random postural oscillations which are controlled by the central nervous system. A light touch of an index finger (LT) on a surface fixed to the ground results in an additional sensory cue, which promotes a decrease in postural oscillations. However, there is a need to improve the knowledge about mechanisms associated with LT, both with respect to sensory and motor aspects associated with the phenomenon. This study aimed to further the understanding of the influence of LT on the behavior of multiple variables measured during upright stance. The first chapter analyzed variations of some quantifiers of postural sway based on the center of pressure (CP), center of mass (CM) and joint and body angles during experiments with different surface and vision conditions, with and without LT. In addition, the spectral coherence was analyzed between electromyogram signals from different muscles of the body and the previously listed sway quantifiers. The results showed that LT decreases the level of activation of some muscles, particularly the medial gastrocnemius, an important muscle for the maintenance of posture. Segmental and body angle variability and variables extracted from the CP and CM decreased in conditions with LT. In coherence analysis LT promoted some changes in patterns of oscillation between angles, CP, CM and EMGs, but with few modifications in the phase between the signals. The intermuscular coherence analysis (comparing the right and left muscles pairs of the body) showed that significant changes usually occured in the range of 0 to 1-2 Hz (in phase) for the lower limbs and may increase the frequency range in unstable situations (without vision and unstable surface). In these cases LT starts to affect more significantly the coherence between signals. The second chapter of this study was motivated by results from studies that have shown that it is possible to manipulate the sensory inputs generated by the finger during LT. This study investigated whether the withdrawal of a finger proprioceptive input affects postural sway, allowing an analysis of the effects of cutaneous sensory inputs of the third finger muscles. Postural control was evaluated with the subjects with the eyes closed and on an unstable surface. The results showed that removal of proprioceptive information from the finger flexor muscles decreased the variability and speed of the CP, indicating that cutaneous inputs without proprioceptive information may decrease postural sway

Title How do sensory cues and trust affect the customer experience?, A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry Author Miralem Hasanovic Tutor Soniya Billore Examiner Sarah Philipson Course Marketing Master Programme, Advanced, Spring 2013, Master thesis, 30 ETCS Keywords Experience, Trust, Sensory Marketing, Sensory Cues in Offering Experiences, Nightclubs, Five Senses, Swedish restaurant industry. Purpose Purpose is to investigate the relationships between sensory marketing, trust and experience in nightclubs. Theory Sensory cues in offering experiences, Trust, Experiences. Method Mixed method approach/ Sequenced method 14 observations 7 interviews with companies 102 answers in a survey Findings Visual cues affect the experience mostly positive. Audio cues affect the experience both positive and negative, depending on other aspects as the possibility to escape the loud sound. Touch cues affect the experience mostly negative, which is possible to alter through interior and design. Scent cues are not affecting the industry as for the moment and there is a big gap to fill in here for the industry. Taste cues seem not to matter as much as the other cues. Trust is inflicting experience through expectation and fulfillment of promise. There is a weak (or least enough) correlation of trust and positive experience in nightclubs. Violence does not affect trust considerably towards a nightclub

Todo ser humano apresenta oscilações posturais aleatórias durante a postura ereta quieta advindas de mecanismos centrais e periféricos. Um toque suave (LT do inglês light touch) de um dos dedos sobre uma superfície fixa ao solo resulta em uma pista sensorial adicional, que promove uma diminuição das oscilações posturais. Entretanto, há necessidade de se obter maiores conhecimentos sobre mecanismos associados ao LT, tanto no que tange a aspectos sensoriais quanto motores associados ao fenômeno. O presente estudo teve como objetivo avançar no entendimento sobre a influência do LT sobre o comportamento de múltiplas variáveis extraídas durante a postura ereta quieta. O primeiro capítulo investigou quantificadores de oscilações posturais com base em medidas como o centro de pressão (CP), centro de massa (CM) e ângulos segmentares e corporais durante experimentos com condições em superfície estável e instável, com olhos abertos e olhos fechados, comparando as condições com e sem LT. Adicionalmente, foi analisada a coerência espectral entre sinais de eletromiograma de diferentes músculos do corpo e os quantificadores acima elencados nas diferentes condições. Os resultados mostraram que o LT diminui o nível de ativação de alguns músculos, principalmente o músculo gastrocnêmico medial, importante na manutenção do controle postural. A variabilidade dos ângulos segmentares e corporais, conjuntamente com variáveis extraídas do CP e do CM diminuíram em condições com LT. Na análise de coerência o LT promoveu algumas alterações nos padrões de oscilação entre ângulos, CP, CM e sinais de eletromiograma, porém com poucas modificações na fase entre os sinais. Na análise de coerência intermuscular, comparando pares de músculos do lado direito e esquerdo do corpo, observou-se que para os membros inferiores a coerência ocorre geralmente na faixa de 0 a 1-2 Hz (em fase), podendo aumentar a faixa de frequência em situações mais instáveis (sem visão e superfície instável), em que o LT passa a influenciar de maneira mais significativa a coerência entre os sinais. O segundo capítulo deste estudo foi motivado por estudos que mostraram ser possível manipular as entradas sensoriais geradas pelo dedo durante o LT. O presente estudo investigou se a retirada de uma entrada sensorial proprioceptiva associada ao dedo é capaz de alterar a oscilação postural, possibilitando a separação e quantificação da contribuição sensorial cutânea da contribuição proprioceptiva dos músculos do terceiro dedo. O controle postural foi avaliado com os sujeitos de olhos fechados e sobre uma superfície instável. Os resultados indicaram que a retirada da informação sensorial proprioceptiva do dedo diminuiu a variabilidade e a velocidade do CP, indicando que a informação cutânea sem a adição de interferências proprioceptivas pode diminuir as oscilações posturais / Human subjects during upright stance show random postural oscillations which are controlled by the central nervous system. A light touch of an index finger (LT) on a surface fixed to the ground results in an additional sensory cue, which promotes a decrease in postural oscillations. However, there is a need to improve the knowledge about mechanisms associated with LT, both with respect to sensory and motor aspects associated with the phenomenon. This study aimed to further the understanding of the influence of LT on the behavior of multiple variables measured during upright stance. The first chapter analyzed variations of some quantifiers of postural sway based on the center of pressure (CP), center of mass (CM) and joint and body angles during experiments with different surface and vision conditions, with and without LT. In addition, the spectral coherence was analyzed between electromyogram signals from different muscles of the body and the previously listed sway quantifiers. The results showed that LT decreases the level of activation of some muscles, particularly the medial gastrocnemius, an important muscle for the maintenance of posture. Segmental and body angle variability and variables extracted from the CP and CM decreased in conditions with LT. In coherence analysis LT promoted some changes in patterns of oscillation between angles, CP, CM and EMGs, but with few modifications in the phase between the signals. The intermuscular coherence analysis (comparing the right and left muscles pairs of the body) showed that significant changes usually occured in the range of 0 to 1-2 Hz (in phase) for the lower limbs and may increase the frequency range in unstable situations (without vision and unstable surface). In these cases LT starts to affect more significantly the coherence between signals. The second chapter of this study was motivated by results from studies that have shown that it is possible to manipulate the sensory inputs generated by the finger during LT. This study investigated whether the withdrawal of a finger proprioceptive input affects postural sway, allowing an analysis of the effects of cutaneous sensory inputs of the third finger muscles. Postural control was evaluated with the subjects with the eyes closed and on an unstable surface. The results showed that removal of proprioceptive information from the finger flexor muscles decreased the variability and speed of the CP, indicating that cutaneous inputs without proprioceptive information may decrease postural sway

This study was designed to determine to what extent provision of personally relevant information and sensory cues would agree between Recipient and Informant for selection of memory book content. Six dyads married to each other an average of 29.17 years (SD = 10.03), between the ages of 43 and 70 years (Mean = 57; SD = 8.39), and cognitively competent (i.e., no diagnosis of cognitive impairment) participated. Participants completed questionnaires independently and provided personally relevant information/memories, aversions towards select memories/topics, and sensory cues on behalf of themselves (as “Recipient) and their spouse (as “Informant”). For provision of personally relevant information/memories, Informant and Recipient was 44.58% in agreement (SD = 14.99). For provision of aversions towards select memories/topics, Informant and Recipient was 24.86% in agreement (SD = 30.81). For provision of sensory cues, Informant and Recipient was 19.6% in agreement (SD = 30.81). Findings suggest that memory books made by others may not include the most important memories of the Recipient, thereby limiting the effectiveness of the memory book. Therefore, efforts should be made to encourage individuals to create a memory book while cognitively competent or share their most meaningful memories with the person who is most likely to make them a memory book if they should need one in the future.

While research has shown the positive impact of sensory cues and cue- congruency on emotion and behavior in retail store atmospheres, these cues have primarily been investigated in isolation or in pairs. Consequently, little is known on how multi-sensory cues in interplay impact on consumer emotions and purchase behaviors. In addition, research has not yet provided any clear conceptualization of congruency in marketing when designing retail store atmospheres, other than stating that some cues are expected to match, therefore become pleasantly perceived. Thus, the main purpose of this research is to examine and show how multi-sensory cues in interplay and congruency can be utilized in creating a retail store atmosphere to enhance consumer emotions and purchase behaviors. To address the purpose, a sequential method was adopted with four essays. The first essay explores multi-sensory interplay in marketing contexts with a literature review that forms the basis for a research agenda. The second essay employs focus groups to highlight the congruency between cues, products and the retail setting, and identifies which category of cues is in need of investigation. The third essay uses field experiments to investigate two congruent visual, auditory and olfactory cues (six cues in total) in a retail setting, and their impact on consumer emotion and purchase behavior. The final essay, also use field experiments to examine and duplicate one cue from each sense, and employs these together in interplay, to show how multi-sensory cues in interplay impacts emotions and purchase behaviors. This research concludes that multi-sensory cues in interplay in a retail store atmosphere have a greater impact on consumer emotions and purchase behaviors than single visual, auditory and olfactory setting-congruent sensory cues. Among single sensory cues, those perceived as complementary in the atmosphere, specifically auditory and olfactory in an already visual dominated atmosphere, have the largest impact on consumer emotions and purchase behaviors. Overall, this research signifies that congruent multi-sensory cues in interplay emerge as reliable predictors for the influence on consumer arousal, valence, time spent, touching, browsing and purchasing Theoretical and managerial implications are discussed.

In some animal societies, access to breeding depends on the individual’s position in a hierarchy, which often depends on an individual’s size. In such societies, individuals may engage in competitive growth, trying to outgrow one another to attain a higher rank. This suggests that members of the hierarchy can track changes in the growth and size of potential competitors and respond accordingly. The clown anemonefish, Amphiprion percula, is one species known to exhibit competitive growth at the initiation of size hierarchies. Here, we use 5 combinations of sensory cues to determine which cues must be available to initiate competitive growth between size-matched individuals. Our results show that mechanosensory (pressure and/or touch) cues are used to assess size and initiate competitive growth. This study provides an understanding into the relationship between environment and phenotypic response in a social context.

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