In marketing, there is a bit of showmanship and education. The use of spectacle and novelty as a way to attract attention and gain a foothold into the mind of a target audience has long been an accepted technique of the savvy marketer. More and more novelty experiences, such as Virtual Reality and Augmented Reality, are being used in trade shows and for sales support in the field, but they often do not have the desired impact due to poor understanding of the presentation requirements for such novel experiences. To make the experiences fully resonate, the presentation needs to be designed with the participant’s mental state in mind throughout their entire experience.

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