When immersive technologies drive service brand outcomes: the role of episodic future thinking

Purpose Using the stimulus-organism-response (S-O-R) theory, this paper investigates the impact of an immersive experience with a service brand (stimulus) on consumer attitudes and intentions (response) by understanding the mediating role of episodic future thinking (organism). Design/methodology/approach We used structural equation modeling to analyze the responses of participants who were exposed to an online questionnaire showcasing a 360° video of a destination brand. Findings Episodic future thinking mediates the relationship between immersive technology characteristics (i.e. vividness and presence) and consumer attitudes and intentions toward a service brand. Specifically, vividness induces the simulation of vivid images in consumers’ minds, while a sense of presence enhances anticipated satisfaction with the imagined service brand experience. Research limitations/implications These findings contribute to a better understanding of the psychological mechanisms explaining the formation of service brand attitudes and intentions elicited by immersive technologies. Practical implications We offer recommendations for businesses to enhance the vividness and presence achieved with accessible immersive technologies such as 360° videos. Social implications The ability of immersive technologies such as 360° videos to foster episodic future thinking offers valuable applications in transformative contexts such as healthcare, education or psychological well-being. Originality/value This research strengthens the emerging idea that mental time travel experiences are inherent to the service experience, especially because consumers re-enact service brand stimuli when projecting themselves in imagined interactions with the service experience.