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The psychology of successful immersive experiences goes far deeper than cutting-edge technology, dramatic scale, or visual spectacle.
In the July–August 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 dimensions—from Netflix House and Sandbox VR to theme park attractions and brand-driven installations—are 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.
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