Wendy Heimann-Nunes Co-Authors Harvard Business Review Article on Immersive Experiences
๐ช๐ฎ๐ข๐จ๐ฆ - ๐๐ถ๐ฑ๐ฆ๐ณ ๐๐ช๐ฏ๐ต๐ฆ๐ฏ๐ฅ๐ฐ ๐๐ฐ๐ณ๐ญ๐ฅ ๐ข๐ต ๐๐ฏ๐ช๐ท๐ฆ๐ณ๐ด๐ข๐ญ ๐๐ฑ๐ช๐ค ๐๐ฏ๐ช๐ท๐ฆ๐ณ๐ด๐ฆ ๐ช๐ฏ ๐๐ณ๐ญ๐ข๐ฏ๐ฅ๐ฐ ยฉ 2026 ๐๐ฏ๐ช๐ท๐ฆ๐ณ๐ด๐ข๐ญ ๐๐ต๐ถ๐ฅ๐ช๐ฐ๐ด
The psychology of successful immersive experiences goes far deeper than cutting-edge technology, dramatic scale, or visual spectacle.
In the JulyโAugust 2026 issue of Harvard Business Review, Co-Managing Partner Wendy Heimann-Nunes and Joseph C. Nunes, a professor of marketing at USC's Marshall School of Business, explore what actually makes immersive environments resonate with audiences and drive business results.
Their research identifies six psychological questions that participants unconsciously seek to answer while navigating immersive spaces: Where am I? Who am I with? What can I do? What is happening? Am I making progress? Why does this matter? Experiences that guide audiences through all six dimensionsโfrom Netflix House and Sandbox VR to theme park attractions and brand-driven installationsโare the ones that create lasting engagement and meaningful outcomes.
The article examines real-world examples across industries and reveals how companies can architect these environments to increase revenues, deepen customer satisfaction, and create coherent narratives that resonate long after visitors leave.
Read the full article on Harvard Business Review's website using the button below.