Abstract
In this study, we test the immersive character in an interactive content narrative developed
for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud
protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can
be created through interactive content narratives. Leaning on the core dimensions of the experience
economy, we expand the current understanding on the role of immersion through integration
of four immersive experience facilitators. The study revealed that these immersive experience
facilitators occur simultaneously and can be enhanced through interactive content narrative design.
Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in
the immersive experience and engage with the content. The study verifies the use of galvanic skin
response in combination with retrospective think aloud protocol as a suitable approach to measure
emotional engagement potential in interpreting consumers’ recollection of immersive experiences.