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Multisensory stimulation is integral to experiential consumption. However, a gap persists between recognition of the importance of multisensory stimulation and the research techniques used to study the effects of such stimulation on consumption experiences. This article draws on sensory anthropology to narrow the gap.

Sensory anthropology has the potential to help consumer researchers understand multisensory stimulation and its effect on consumption experiences. To highlight this potential, ethnographic fieldwork is reported for two related experiential settings: yacht racing and adventure racing.

It is shown how consumer researchers can apply concepts and data collection techniques from sensory anthropology to derive powerful insights into consumption experiences. A set of guidelines and examples is derived from the embodied concepts associated with sensory anthropology, namely, kinaesthetic schema, bodily mimesis, the mindful body and local biology. These concepts are used to comprehend how consumers experience sensations phenomenologically, understand them culturally and re-enact them socially.

By acknowledging and engaging the senses, researchers can acquire embodied information that would not be evident from the conventional interview, survey or experimental data. Sensory anthropology adds to what is known from psychological, social and cultural sources to enable organisations to differentiate their offerings by means of the senses and sensory expressions, not only in yacht and adventure racing but potentially in many other experiential settings, such as travel, shopping, entertainment and immersive gaming.

This article offers distinct and original methodological insights for consumer researchers by focusing on concepts and data collection techniques that assist the study of experiential consumption from an embodied and corporeal perspective.

Drawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema (i.e. natural symbol sets, vivid memory and human touch) on the relationships between somatosensory AR and consumer delight/stickiness intention are determined. By filling gaps in the research, we hope to provide guidance on how to drive delightful somatosensory AR marketing.

Two experiments were conducted (Study 1 and Study 2) to test the research model and hypotheses. These experiments compared the effects of the “presence” (midair, gesture-based) and “absence” (mouse-based traditional website) conditions in somatosensory AR on consumer body schema and the creation of a delightful virtual shopping experience (i.e. consumer delight and stickiness intention).

The consumer delight and stickiness intention created in the presence condition was much higher than those in the absence condition. Consumers appeared to prefer engaging in a midair gesture-based somatosensory AR experience and exploring an augmented metaverse reality to interacting with a mouse-based traditional website. We also found that giving online consumers more somatosensory activities and kinesthetic experiences effectively inspired three psychological states of body schema in online consumers.

The results contribute to the AR experience and somatosensory marketing literature by revealing the role of natural symbol sets, vivid memory and the sense of human touch. This research breaks through the long-developed research paradigm on consumer delight, which has been limited to traditional entities and web contexts. We also extend embodied cognition theory to the study of somatosensory AR marketing.

The purpose of this paper is to present a theoretical framework, which describes how police training programs can be developed in order to improve learning retention and the transfer of skills to the work environment.

A brief review is provided that describes training strategies stemming from Cognitive Load Theory (CLT), a well‐established theory of instructional design. This is followed by concrete examples of how to incorporate these strategies into police training programs.

The research reviewed in this paper consistently demonstrates that CLT‐informed training improves learning when compared to conventional training approaches and enhances the transferability of skills.

Rarely have well‐validated theories of instructional design, such as CLT, been applied specifically to police training. Thus, this paper is valuable to instructional designers because it provides an evidence‐based approach to training development in the policing domain.

This paper aims to provide instructions on how to implement an adapted version of the standard repertory grid technique (VARGT). The purpose of which is to provide practitioners with a tool, which enables active engagement by participants in research and clinical practice. This tool has been used effectively with people convicted of stalking offences.

Repertory grids, developed from Kelly’s Personal Construct Theory (1955), had never been used with those who stalk, either clinically or in a research context. Visual and kinaesthetic adaptations were made to standard RGT procedures (Grice, 2002; Tan and Hunter, 2002), for use in a mixed methods research study (Wheatley, 2019, p. 77) due to expected challenges in engaging with this group. This manuscript presents theoretical underpinnings and step-by-step instructions for practical application.

The VARGT is easy to administer and produces rich data, in both qualitative and quantitative formats. This adapted approach encourages active participation and an interpreted therapeutic collaboration (Wheatley et al., 2020).

This novel technique has engaged men convicted of stalking offences collaboratively in research activities and showed potential for its use as a clinical tool. This instructional technical paper allows the technique to be replicated.

This novel technique has engaged men convicted of stalking offences collaboratively in research activities and showed potential for its use as a clinical tool. This instructional technical paper allows the technique to be replicated.

To outline and present a generalised scheme for using “layered methods” in foresight work.

A number of different approaches to “layering” in futures studies and foresight work are examined and synthesised into a generalised scheme. The place of layered methods in foresight work is also examined, and the role of perceptual filters in interpretation is discussed.

A schema of four major “strata”, each potentially containing multiple sub‐layers, is developed. The strata range from, for example, short‐term trends in the shallowest level, through to long‐term macrohistorical forces at the deepest level.

The generalised scheme enables the practitioner to progressively move to greater levels of understanding as new layers of meaning are uncovered or constructed, as appropriate to the specific nature of the particular foresight engagement. The scheme also represents a template from which purpose‐built interpretive frameworks can be constructed, as needed, in foresight processes and work.

This paper provides a new, generalised and integrated approach to the use of interpretive frameworks in foresight work.

Social outreach campaigns such as mainstream commercial marketing campaigns are drawn to digital communication practices for increased visibility, speed and recall. This paper aims to highlight the usefulness and application of augmented reality (AR) technologies and proposes a change-driven usage of the AR environments for social marketing.

Paradigmatic structural analysis is used to extract the underlying schematic forms. A multimodal analytic approach is used to propose the conceptual framework.

AR is defined vis-à-vis conceptualizations of reality and hyper-reality from the Vedantic philosophical texts and treatises. The study examines and demonstrates an earlier version of AR expression in ancient times in the use of spatio-temporal constructs and their degrees of modality. It derives a conceptual schema based on AR resonant applications in narratives from the Vedantic literature. Based on these, the study highlights the persuasive appeal and co-creative potential of these illustrative examples to recommend marketing communication strategies for social outreach campaigns.

The analysis recognizes a conceptual bridge between human extra-sensory/transcendental ability and contemporary technology. This study identifies five propositional structures (PS). It opens up the field of social marketing research to alternative methodologies such as multimodal analysis.

While most of contemporary AR usage is in commercial marketing, this study has derived specific guiding principles/propositional structures. These can be applied to create specific virtual environments that can simulate and demonstrate desirable societal outcomes and behaviours. As newer technologies permit further and more futuristic design interventions, developers could experiment with transitional states to impact behaviours, with implications for experimental layering of information.

This study responds to a call for innovative design interventions in the field of social marketing. Its originality lies in its use of the Vedantic framework which has not been explored in this direction elsewhere.

The purpose of this paper is to scrutinize how Miley Cyrus’ brand values are projected through the multimodal semiotic structure of the live performance of the song Do my thang (from the Bangerz album (2013)).

Sociosemiotic conceptual framework in conjunction with an interpretive videographic method of analysis, facilitated by the multimodal qualitative discourse analytic software ATLAS.ti.

Four major territories were identified as regards the spectacle’s latent axiology, namely, freeplay, polymorphous sexuality, neo-burlesque, and hyperdifferentiation.

Attending to structural couplings between signs and modes in the context of bespoke artists’ brand languages constitutes a priority for managing an artist as brand, and, concomitantly, for safeguarding relevance for a fandom. A multimodal reading grid is offered to this end.

From a branding point of view, this study constitutes the first one that theorizes the live show spectacle as the manifest discourse whereupon brand image and brand values are edified, with an emphasis on the dance mode, over and above the verbal/visual modes that dominate the advertising/branding literatures.

This paper explores Salsa co-creation processes in the city of Cali, Colombia. The purpose of this paper is to uncover the processes of bottom-up and top-down place governance at work in the system. This study proposed that these processes are founded on a place-based cultural identity in Cali’s civil society.

This research draws on practice and structuration theories to understand how social structures frame place-based cultural identity and takes a social constructivist approach to place making and place branding. Empirical data were collected using a qualitative, multi-method approach, with primary data gathered from interviews with key actors and records of in-situ interactions between tourists and local citizens.

Evidence is presented to show how tourists and visitors are attracted to Cali in pursuit of an urban existential authenticity generated through sensory experiences connected to music and dance mediated by interpersonal interactions with local residents.

Further investigation is needed to gain greater insight into tourists’ motivations, and in addition, a more quantitative approach is required to understand better the range of interpersonal and intrapersonal factors involved.

Place branding should consider synergies between economics and culture as well as exploring the potential of sensorial interactions to produce emotional place attachment in a range of different stakeholders.

While place branding research tends to focus on the views and beliefs of stakeholders (cognitive dimension), this investigation takes an approach to the topic based on interpersonal sensorial interactions between visitors and local inhabitants as part of daily life (emotional dimension).

esta investigación analiza la co-creación artístico-cultural en relación con la Salsa –baile y música- en Cali Colombia; estudiando cómo este proceso emana de la identidad cultural-afectiva de la sociedad civil, y a partir de la base socio-cultural, se crean estrategias económico-culturales y de marketing territorial.

el enfoque teórico-conceptual sigue un enfoque de construcción social para explorar la autenticidad territorial; y una lógica de servicio -Service-dominant Logic- aplicada a los procesos de co-creación cultural y socio-económico de la música y la danza como artes escénicas populares. Se adopta un enfoque multi-método cualitativo que analiza in situ las interacciones entre turistas y ciudadanos locales.

se evidencia que las músicas y danzas populares se basan en la identidad de la sociedad civil, de interacciones sociales y expresiones artístico-culturales que co-crean una identidad sensorial cultural; y luego esas manifestaciones culturales son adoptadas por las elites empresariales para crear grandes shows o festivales de música y baile, y por los gobiernos para consolidar políticas culturales.

el análisis se aplica a una ciudad en concreto, el proceso de co-creación de la Salsa en Cali, Colombia, donde turistas y viajeros son atraídos por la autenticidad de experiencias sensoriales de música y danza a través de interacciones interpersonales con los residentes caleños.

los procesos de Marca Territorial deben considerar las sinergias entre las dimensiones económicas y culturales, y también las interacciones sensoriales, que propician conexiones afectivas y emocionales para diversos grupos implicaciones con el territorio.

más allá de las grandes ciudades mundiales productoras de cultura, es necesario conocer mejor cómo emergen propuestas creativas de ciudades pequeñas y medias de países emergentes cuyas ricas tradiciones culturales, atraen viajeros y turistas en busca de experiencias de autenticidad interpersonal, en contacto con habitantes locales, en sus vivencias diarias e interacciones culturales.