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The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.

This paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.

The multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.

A theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.

The findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.

The main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).

Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.

The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

Atmospherics is undoubtedly a multi-sensory concept, despite mostly being studied on a sense-by-sense basis by architects, sensory marketers and urban designers alike. That is, our experience is nearly always the result of cross-modal/multi-sensory interactions between what we see, hear, smell and feel in a given space. As such, it is critical that researchers study the senses in concert. That said, the few empirical studies that have attempted to assess the impact of deliberately combining the senses in a retail/health-care environment have typically failed to deliver the multi-sensory boost to experience (or sales) that the multi-sensory science predicts ought to be observed. Invoking notions of processing fluency, sensory overload and sensory (in-) congruency in the field of multi-sensory atmospherics may help to explain what happened (or went wrong) in such cases.

Critical review of literature on atmospherics and sensory marketing, highlighting various difficulties of interpretation and challenges to accepted conclusions.

Atmospherics is a fundamentally multi-sensory concept, and cross-modal interactions are the rule, not the exception. As such, researchers need to study atmospherics in a multi-sensory context.

This critical commentary highlights the need for researchers to consider atmospherics from a multi-sensory, rather than sense-by-sense perspective.

In a consumer-driven world, captivating experiences are increasingly vital and retailers prioritise them for consumers. This study aims to develop a comprehensive theoretical framework that explores the impact of a consumer's multi-sensory and atmospheric experiences on their intention and commitment to a mall, with perceived value acting as a mediating factor.

The study employed a descriptive quantitative research approach and utilised a self-administered mall-intercept survey. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analysed using partial least squares structural equation modelling (PLS-SEM).

Study findings show that experiences significantly influence consumers' intentions to patronise shopping malls, leading to their commitment. The study reveals a strong impact of atmospheric experience on multi-sensory experiences. Furthermore, perceived value mediates the relationship between consumers' experiences and their mall patronage intention.

The research sheds light on the significance of atmospheric elements in creating sensory experiences for consumers. Additionally, the study introduces the concept of “props” as essential components of the atmospheric experiences in retail stores and malls. Furthermore, the study advances inference theory by exploring the effects of these sensory and atmospheric experiences within the shopping mall environment.

The affectivity is conceptualised in the literary work of phenomenological theories as a significant factor in urban environments studies that are related to change people's feelings. This article aims to present toolkits for creating affective urban atmospheres, which is based on communications between people and place.

To better comprehend the links between the felt body theory and reconstructing affective urban atmospheres in urban environments, this article has performed bibliographic investigations on the sensible approaches and presented Toolkit related to the multi-sensory experience.

This article breaks new ground to discuss the concepts of the felt body, vital drive and daily multi-sensory experience as a contribution to urban studies applications.

This article clarified the possibility of creating affective urban atmospheres through the concepts of affectivity as a process at a pre-design stage.

In conclusion, it is argued that work on multi-sensory experience in urban environments needs to address the felt body and vital drive to become a set of urban studies tools of perceptual dimension.

The purpose of this paper is to design a multi-sensory anthropomorphic prosthetic hand and a grasping controller that can detect the slip and automatically adjust the grasping force to prevent the slip.

To improve the dexterity, sensing, controllability and practicability of a prosthetic hand, a modular and multi-sensory prosthetic hand was presented. In addition, a slip prevention control based on the tactile feedback was proposed to improve the grasp stability. The proposed controller identifies slippages through detecting the high-frequency vibration signal at the sliding surface in real time and the discrete wavelet transform (DWT) was used to extract the eigenvalues to identify slippages. Once the slip is detected, a direct-feedback method of adjusting the grasp force related with the sliding times was used to prevent it. Furthermore, the stiffness of different objects was estimated and used to improve the grasp force control. The performances of the stiffness estimation, slip detection and slip control are experimentally evaluated.

It was found from the experiment of stiffness estimation that the accuracy rate of identification of the hard metal bottle could reach to 90%, while the accuracy rate of identification of the plastic bottles could reach to 80%. There was a small misjudgment rate in the identification of hard and soft plastic bottles. The stiffness of soft plastic bottles, hard plastic bottles and metal bottles were 0.64 N/mm, 1.36 N/mm and 32.55 N/mm, respectively. The results of slip detection and control show that the proposed prosthetic hand with a slip prevention controller can fast and effectively detect and prevent the slip for different disturbances, which has a certain application prospect.

Due to the small size, low weight, high integration and modularity, the prosthetic hand is easily applied to upper-limb amputees. Meanwhile, the method of the slip prevention control can be used for upper-limb amputees to complete more tasks stably in daily lives.

A multi-sensory anthropomorphic prosthetic hand is designed, and a method of stable grasps control based on slip detection by a tactile sensor on the fingertip is proposed. The method combines the stiffness estimation of the object and the real-time slip detection based on DWT with the design of the proportion differentiation robust controller based on a disturbance observer and the force controller to achieve slip prevention and stable grasps. It is verified effectively by the experiments and is easy to be applied to commercial prostheses.

The ROV ground control simulator (Fig. 1) used in this multi-sensory research consists of two workstations: pilot and SO. At the left workstation, the pilot controls ROV flight (via stick-and-throttle inputs as well as invoking auto-holds), manages subsystems, and handles external communications. From the right workstation, the SO is responsible for locating and identifying points of interest on the ground by controlling cameras mounted on the ROV. Each station has an upper and a head-level 17″ color CRT display, as well as two 10″ head-down color displays. The upper CRT of both stations displays a ‘God's Eye’ area map (fixed, north up) with overlaid symbology identifying current ROV location, flight waypoints, and current sensor footprint. The head-level CRT (i.e., “camera display”) displays simulated video imagery from cameras mounted on the ROV. Head-up display (HUD) symbology is overlaid on the pilot's camera display and sensor specific data are overlaid on the SO's camera display. The head-down displays present subsystem and communication information as well as command menus. The simulation is hosted on four dual-Pentium PCs. The control sticks are from Measurement Systems Inc. and the throttle assemblies were manufactured in-house.

This study aims to investigate the impact of firms' information system management capabilities on competitive performance for achieving sustainable development goals (SDGs). It also examines the moderating effects of multi-sensory stimuli capability on firms' competitive performance.

Drawing upon the resource base and dynamic capability view as the overarching theoretical framework, this research conducted an empirical study among manufacturing and services enterprise employees. This study applied multiple cross-sectional surveys for data collection. A total of 241 usable data were obtained and explained through structural equation modelling (SEM).

The statistical results explore that variables under their respective direct relationship are positively and significantly influence. Interestingly, firms information system management capability has a relatively large magnitude of positive and direct effects on the competitive performance of firms' that complement on achieving firms SDGs and coping with the COVID-19 pandemic. In addition, the multisensory stimulus capability of service firms positively moderates (amplifies) the relationship between marketing information system management capability and competitive performance.

The proposed research model provides insights into the utilisation of firms information system management capability to achieve competitive performance in their relevant industry. In addition, it deepens the understanding of the contingency effect of using multisensory stimulus capability of firms on competitive performance.

To the best of the authors' knowledge, drawing on the resource-based theory and dynamic capability theory, this study is the first to assess and examine the influence of firms information system management capability on the competitive performance of firms by considering the moderating variables (i.e. multisensory stimulus capability) in context to COVID-19 pandemic by considering the scope of SDGs.

In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi‐Sensory Sort” (MuSeS).

MuSeS, a direct methodology of exploring the consumer's symbolic universe and the unconscious expectations, is composed of a set of projective techniques based on multi‐sensory stimuli.

The results showed how MuSeS allows one to collect in‐depth data, otherwise difficult to obtain through other kinds of surveys.

MuSeS is able to measure both the consumers' perceptions about the brand image concept (its potentials) and the characteristics that the customer wishes to find in the brand image (brand image future development).

Most of the tools created to investigate the brand image are based on questionnaires with attitude scales; this assumes that the brand image is a conscious and fully verbalized construct. The paper started from another assumption, trying to measure the non‐verbal and the unconscious brand image aspects, using instruments derived both from psychology and marketing.