Real vs. Imagined Sensory Inputs in Virtual Reality: A Construal‐Level Based Conceptual Framework and Future Research Directions

ABSTRACT This research dives into the nuanced role of sensory inputs—ranging from the established audiovisual to the emerging olfactory, haptic, and gustatory modalities—in optimizing consumer experiences within virtual reality. We rely on construal level theory to develop a conceptual model and several propositions that explore how the number and nature (i.e., real vs. imagined) of sensory inputs affect proximity and cognitive load, which we propose respectively enhance and detract from immersion. We further explore system immersivity, sensory congruency, and sensory domains as moderators within the model. We link the model to the consumer decision‐making journey by examining potential effects on both upstage (e.g., attitudinal) and downstage (e.g., behavioral/decisional) outcomes. Based on this model and the resultant propositions, we develop a research agenda to guide future inquiry in virtual reality sensory marketing, with particular focus on real versus imagined inputs and construal level.