Abstract:
In recent years, virtual reality has attracted growing interest in the field of experiential marketing due to its ability to immerse users in rich sensory environments. However, the understanding of the underlying psychological mechanisms related to the optimal virtual reality experience, called VR flow, remains partial. This article aims to further explore this concept by combining a theoretical and empirical approach. It pursues four objectives: to define and conceptualize the state of flow in virtual reality, to explore its personal and instrumental determinants, to analyze its constitutive dimensions from a perceptual perspective, and to propose future research directions. The results of qualitative and quantitative studies lead to the highlighting of a new sub-dimension, the ubiquitous illusion, thus enriching the understanding of immersive experiences in marketing.
Keywords: optimal experience, flow, virtual reality, sensory perception, ubiquitous illusion
