Name: applying an emass customization program as a research tool to evaluate consumer benefits
Uploaded: 2019-09-27T13:30:00
Description: Watch this Scientific Journal Video about Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits at JoVE.com

The data has been modified from Park and Yoo&#8217;s study29. This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of KOREA (NRF = 2016S1A5A2A03927809).

This research was exempted from the IRB Review at Ewha Womans University and was assigned protocol number #143-18.
1. Recruitment of Participants
<ol>
	<li>Prepare to conduct an online survey. 
	NOTE: An online survey was conducted using a survey company in South Korea. The research company has the largest consumer panel with high response rates in Korea. Age and gender distributions in the panel reflect the state of the Korean population. The consumer panel has a high ...

<ol>
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M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Effects+of+multiple+endorsements+and+consumer+celebrity+attachment+on+attitude+and+purchase+intention.">Effects of multiple endorsements and consumer celebrity attachment on attitude and purchase intention.</a> Australasian Marketing Journal. 19 (4), 230-237 (2011).</li><li>Koo, G. Y., Hardin, R. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Difference+in+interrelationship+between+spectators&#8217;+motives+and+behavioral+intentions+based+on+emotional+attachment.">Difference in interrelationship between spectators&#8217; motives and behavioral intentions based on emotional attachment.</a> Sport Marketing Quarterly. 17 (1), (2008).</li><li>Kang, J. M., Kim, E. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=e-Mass+customization+apparel+shopping:+effects+of+desire+for+unique+consumer+products+and+perceived+risk+on+purchase+intentions.">e-Mass customization apparel shopping: effects of desire for unique consumer products and perceived risk on purchase intentions.</a> International Journal of Fashion Design, Technology and Education. 5 (2), 91-103 (2012).</li><li>Kim, J. B., Rhee, D. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+relationship+between+psychic+distance+and+foreign+direct+investment+decisions:+a+Korean+study.">The relationship between psychic distance and foreign direct investment decisions: a Korean study.</a> International Journal of Management. 18 (3), 286-293 (2001).</li><li>Simonson, I. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Determinants+of+customers'+responses+to+customized+offers:+conceptual+framework+and+research+propositions.">Determinants of customers' responses to customized offers: conceptual framework and research propositions.</a> Journal of Marketing. 69 (1), 32-45 (2005).</li><li>Iacobucci, D., Posavac, S. S., Kardes, F. R., Schneider, M. J., Popovich, D. L. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Toward+a+more+nuanced+understanding+of+the+statistical+properties+of+a+median+split.">Toward a more nuanced understanding of the statistical properties of a median split.</a> Journal of Consumer Psychology. 25 (4), 652-665 (2015).</li><li>Steenkamp, J. B. E. M., Baumgartner, H. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Assessing+measurement+invariance+in+cross-national+consumer+research.">Assessing measurement invariance in cross-national consumer research.</a> Journal of Consumer Research. 25 (1), 78-90 (1998).</li><li>Bollen, K. A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=.">.</a> Structural Equation with Latent Variables. , (1989).</li><li>Sass, D. A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Testing+measurement+invariance+and+comparing+latent+factor+means+within+a+confirmatory+factor+analysis+framework.">Testing measurement invariance and comparing latent factor means within a confirmatory factor analysis framework.</a> Journal of Psychoeducational Assessment. 29 (4), 347-363 (2011).</li><li>Hong, S., Malik, M. L., Lee, M. K. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Testing+configural,+metric,+scalar,+and+latent+mean+invariance+across+genders+in+sociotropy+and+autonomy+using+a+non-western+sample.">Testing configural, metric, scalar, and latent mean invariance across genders in sociotropy and autonomy using a non-western sample.</a> Educational and Psychological Measurement. 63 (4), 636-654 (2003).</li><li>Park, M., Yoo, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Benefits+of+mass+customized+products:+moderating+role+of+product+involvement+and+fashion+innovativeness.">Benefits of mass customized products: moderating role of product involvement and fashion innovativeness.</a> Heliyon. 4, 00537 (2018).</li><li>Neuman, W. 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Implications of findings 
The findings of this study reveal that consumers&#8217; extrinsic and intrinsic benefits derived from creating a mass customized product help the growth of emotional attachment to the product, creation of positive attitudes toward the customization program, and increased loyalty intentions. The findings on the moderating effects of fashion innovativeness reveal that when compared to consumers in a low fashion innovativeness group, those in a high fashion innovativeness grou...

Mass customization refers to the ability of an e-retailer to tailor products, services, and the transactional environment to individual customers1. Today&rsquo;s consumers are not satisfied with standard products, and many retailers have recognized this. Offering a mass customization option is one method to obtain customer loyalty and competitive advantages2. Mass customization as a marketing tactic allows consumers to create their own products based on particular needs and thus provides individualized products or services3. For example, consumers can not only purchase a pair of shoes that are mass produced, but they can also create a new and unique pair of shoes that are not available on regular retail websites by choosing the color, fabric, and other design components. As a result, consumers can purchase more favorable products, and their satisfaction with the customized product as well as brand loyalty increase4,5.
With increasing use of the internet, the mass customization process has become more rapid and efficient in terms of lowering production time and providing more design options with the same costs. Furthermore, retailers can obtain information regarding what their target customers prefer and thus build strong relationships with them6,7. As such, many industries (i.e., apparel, shoes, cars, and computers) have adopted customization programs. Although mass customization benefits both consumers and retailers, some retailers face challenges8. Therefore, there is a need to examine how consumers perceive benefits and how these benefits influence other shopping responses for long-term success.
Drawing on the hierarchy of effects (HOE) model from persuasion theories9, this study proposes that consumers process information based on cognition-affect-conation sequence. Specifically, this study examines (after creating a mass-customized product) whether perceived consumer benefits (cognition) influence loyalty intentions (conation) through product attachment and the attitude towards a mass customization program (affect). Based on motivation theory10, perceived benefits are divided into extrinsic and intrinsic benefits11.
Extrinsic benefit pertains to a consumer&rsquo;s perceived value derived from using a product12 (thus, close in value to the product quality11), whereas intrinsic benefit indicates a pleasant experience when using a product11. In a mass customization context, extrinsic benefit is associated with the product a consumer creates, and intrinsic benefit is related to the customization experience that satisfies hedonic and experiential needs13,14. Prior research has found that consumers&rsquo; perceived benefits enhance emotional product attachment15 and positive attitudes toward a mass customization program16. Emotional product attachment refers to an emotional tie that consumers connect to a product17, which positively influences attitudes toward the customization program18 and loyalty intentions19. Furthermore, attitudes toward a customization program positively influence loyalty intentions20.
Lastly, this study examines how an individual characteristic (i.e., fashion innovativeness) influences consumer responses differently. Fashion innovativeness refers to the degree to which an individual&rsquo;s innovative tendency influences adoption of a new fashion item21. Research findings show that consumers who desire to avoid conformity (i.e., highly fashion innovative consumers) are motivated to acquire unique products, indicating that mass customization may be an effective tactic to differentiate themselves from others22. Therefore, this study assumes that a greater number of positive responses will be generated for highly fashion innovative consumers.
Based on previous literature reviews, this study addresses the following research hypotheses. H1: Perceived benefits (a: extrinsic benefit, b: intrinsic benefit) of a mass customized product will positively influence emotional product attachment; H2: Perceived benefits (a: extrinsic benefit, b: intrinsic benefit) of a mass customized product will positively influence attitudes toward a mass customization program; H3: Emotional product attachment will positively influence attitudes toward a mass customization program; H4: Emotional product attachment will positively influence loyalty intentions; H5: Attitude toward a mass customization program will positively influence loyalty intentions; and H6: Compared to low fashion innovativeness, high fashion innovators will have more positive responses to (a) perceived benefits, (b) emotional product attachment, (c) attitudes, and (d) behavioral intentions.
To enhance external validity, this study uses an existing mass customization program. Potential participants in South Korea are recruited for this study and are asked to create their own trench coats using a program as if they had actually purchased the product. To explore the participants&rsquo; responses based on their customizing experiences, this study uses an online survey. Participants can access the questionnaire immediately after using the customization program online. After collecting data, the study uses single-group SEM to investigate the effects of consumer benefits on product attachment, attitude, and loyalty intentions. To examine the moderating roles of fashion innovativeness, the study uses LMAs.

<table>
	<tbody>
		<tr>
			<td>SPSS AMOS 22</td>
			<td>IBM Corporation, Data Solution Inc.</td>
			<td></td>
			<td>used for confirmatory factor analyses, structural equation modeling analyses, and latent means analyses</td>
		</tr>
	</tbody>
</table>

applying an emass customization program as a research tool to evaluate consumer benefits

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization through marketing technology. The purpose of this study is to examine how to conduct consumer research using an online survey and analysis of data. This study examines consumers&#39;&#160;perceived benefits while customizing a product as well as emotional product attachment, attitudes toward a customization program, and loyalty intentions in the context of online retailing. In addition, this study investigates how consumer responses are different based on individual characteristics such as fashion innovativeness. An online survey company in South Korea recruited 290 female apparel shoppers who purchased apparel online. To enhance external validity, this study used an existing retail website with a well-established mass customization program. After completing the customization program, participants complete the online questionnaire. Structural equation modeling (SEM) and latent mean analyses (LMAs) are then performed for analyses. This study stresses the importance of testing measurement invariance for mean comparisons. Before the SEM and LMA, this study follows the hierarchy of invariance tests (configural invariance test, metric invariance test, and scalar invariance test), which are not considered by traditional approaches such as ANOVA. These statistical analyses provide applicability of the invariance test procedures and LMA to consumer behaviors. The conclusions of mean differences have integrity and validity because they are guided by a sophisticated statistical procedure to ensure measurement invariance.

Frequency statistics offered characteristics of the sample. A total of 290 female online consumers completed the shopping process using the e-mass customization program. The demographic characteristics of the sample were evenly distributed. By age group, 23.1% were in their twenties, 28.3% in their thirties, 26.6% in their fourties, and 22.1% in their fifties. By marital status, 58.3% were married, while 40% were single. By occupation, 45.2% were office workers, 22.8% were housewives, 10.3% were professionals, 9.3% were ...

Watch this Scientific Journal Video about Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits at JoVE.com

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization ...

Our protocol requires participants to experience mass customization before taking a survey, and uses the survey data to test the relationships between consumer responses. The protocol allows consumer data to be applied to structural equation modeling and latent means analysis to obtain sophisticated statistical data and to increase the validity of the research. Our study will benefit research investigating the effects of retail or marketing technology on consumer responses.Although testing several invariance tests such as configural, matrix and scalar invariance may be difficult, we advise patience and following this procedure very carefully to increase the quality of the data. Demonstrating the procedure will be Hiyun Kim, a grade A student from my laboratory. Use an online survey to recruit female consumers who have an online apparel shopping experience.Send an invitation email to qualifying participants that includes information regarding the purpose of the study and an assurance of the confidentiality of the responses. Send guidelines to those survey participants who agree to take part in a survey showing how to create trench coats using the customization program. Participants who agree to take part in the survey start the survey procedure.They receive a link that is connected to the eMass Customization program in an existing shopping website, and are asked to imagine you are well off enough to purchase likable clothing and have to purchase a trench coat to attend an important meeting. You will want to create a unique trench coat. While browsing the internet, you come across the perfect apparel website that has a mass customization program.24 hours after receiving the scenario, activate the survey link so that participants who have finished their trench coat and are ready to take the survey can click on the survey link. In the survey, have the participants upload the screenshot and price of the trench coat they created to the first page of the survey. Then, have the participants complete the online questionnaire regarding the perceived benefits and emotional attachment to the customized product, and attitude toward the customization program, loyalty intentions, and demographic questions.Provide a monetary reward to those participants who complete the survey. When all of the surveys have been completed, save the survey data in an SPSS file containing of all the responses of the survey participants and use the cleaned data to conduct a structural equation modeling analysis. Using a median split, sum and average the scores of six items of fashion innovativeness and calculate the median score of fashion innovativeness.Under the transform menu, click recode into different variables and code one for a low fashion innovative group if the mean score is lower than the median. Double click the fashion innovative group variable to move it to the split cases by field. Then, assign the output file directory location to save the files as Data_low fashion innovativeness.sav and Data_high fashion innovativeness. sav in the assigned directory. To confirm the convergent validity, click select data files, Data_TOTAL.sav.Develop the measurement model based on the research questions to include five latent variables and 17 observed variables. Set each of the variances of the latent variables as one and click calculate estimates. Then, check the fit indices of the measurement model from the results of the single group confirmatory factor analysis, goodness of fit index, adjusted goodness of fit index, normed fit index, Tucker Lewis index, comparative fit index and root mean square error of approximation.In this representative analysis, a single group confirmatory factor analysis was conducted with five latent variables and 17 observed variables. All critical ratios of the factor coefficients were significant, implying that the convergent validity was achieved. The fit indices of a single group structural equation modeling revealed an acceptable fit.Moving from the single group confirmatory factor analysis to multi-group confirmatory factor analysis to cross-validate the five factor measurement model for both groups reveals that configural invariance was achieved and that all of the critical ratios of the factor coefficients were significant. To test the metric invariance, the factor coefficients were constrained to be the same across two groups, and another multi-group confirmatory factor analysis was performed, indicating that a chi-square difference of 14.728 was not significant and that the metric invariance was satisfied. Since the metric invariance model was accepted, scalar invariance was tested.Since the full metric/full scalar invariance model was nested in the full metric invariance model, a chi-square difference test was conducted, demonstrating that a chi-square difference of 11.18 was not significant, and that scalar invariance was satisfied. Given that the configural invariance, metric invariance and scalar invariance were achieved, a latent mean analysis was performed and the means of five latent variables for the high innovative groups were determined to be positive values that were significantly higher than those for the low fashion innovative groups. The mass customization program may seem difficult depending on an individual's perception of the task complexity.Remember to provide enough time for the participants to acclimate to the customization program. To address group differences in the relationships among latent variables, multiple group structural equation modeling can be performed to compare past coefficients across the groups. Most researchers have used the multiple group structural equation modeling for group comparisons.Our study provides another way for multiple group comparisons to be conducted in a social science area.

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The Crossmodal Congruency Task as a Means to Obtain an Objective Behavioral Measure in the Rubber Hand Illusion Paradigm

The rubber hand illusion (RHI) is a popular experimental paradigm. Participants view touch on an artificial rubber hand while the participants' own hidden hand is touched. If the viewed and felt touches are given at the same time then this is sufficient to induce the compelling experience that the rubber hand is one's own hand. The RHI can be used to investigate exactly how the brain constructs distinct body representations for one's own body. Such representations are crucial for successful interactions with the external world. To obtain a subjective measure of the RHI, researchers typically ask participants to rate statements such as "I felt as if the rubber hand were my hand". Here we demonstrate how the crossmodal congruency task can be used to obtain an objective behavioral measure within this paradigm.
The variant of the crossmodal congruency task we employ involves the presentation of tactile targets and visual distractors. Targets and distractors are spatially congruent (i.e. same finger) on some trials and incongruent (i.e. different finger) on others. The difference in performance between incongruent and congruent trials - the crossmodal congruency effect (CCE) - indexes multisensory interactions. Importantly, the CCE is modulated both by viewing a hand as well as the synchrony of viewed and felt touch which are both crucial factors for the RHI.
The use of the crossmodal congruency task within the RHI paradigm has several advantages. It is a simple behavioral measure which can be repeated many times and which can be obtained during the illusion while participants view the artificial hand. Furthermore, this measure is not susceptible to observer and experimenter biases. The combination of the RHI paradigm with the crossmodal congruency task allows in particular for the investigation of multisensory processes which are critical for modulations of body representations as in the RHI.

We demonstrate how an objective measure can be employed in the widely employed rubber hand illusion paradigm. This measure is obtained by modifying the well-established crossmodal congruency task. This task allows the investigation of multisensory processes which are critical for modulations of body representations as in the rubber hand illusion.

The rubber hand illusion (RHI) is a popular experimental paradigm. Participants view touch on an artificial rubber hand while the participants' own hidden ...

Nest Building as an Indicator of Health and Welfare in Laboratory Mice

The minimization and alleviation of suffering has moral and scientific implications. In order to mitigate this negative experience one must be able to identify when an animal is actually in distress. Pain, illness, or distress cannot be managed if unrecognized. Evaluation of pain or illness typically involves the measurement of physiologic and behavioral indicators which are either invasive or not suitable for large scale assessment. The observation of nesting behavior shows promise as the basis of a species appropriate cage-side assessment tool for recognizing distress in mice. Here we demonstrate the utility of nest building behavior in laboratory mice as an ethologically relevant indicator of welfare. The methods presented can be successfully used to identify thermal stressors, aggressive cages, sickness, and pain. Observation of nest building behavior in mouse colonies provides a refinement to health and well-being assessment on a day to day basis.

We demonstrate the utility of nest building behavior in laboratory mice as an indicator of welfare. Nest scoring is a sensitive technique that is altered by temperature, illness, and aggression. The time to integrate into nest test (TINT) is a simple cage-side assessment that can detect postoperative pain.

The minimization and alleviation of  suffering has moral and scientific implications. In order to mitigate this  negative experience one must be able to ...

Combined Shuttle-Box Training with Electrophysiological Cortex Recording and Stimulation as a Tool to Study Perception and Learning

Shuttle-box avoidance learning is a well-established method in behavioral neuroscience and experimental setups were traditionally custom-made; the necessary equipment is now available by several commercial companies. This protocol provides a detailed description of a two-way shuttle-box avoidance learning paradigm in rodents (here Mongolian gerbils; Meriones unguiculatus) in combination with site-specific electrical intracortical microstimulation (ICMS) and simultaneous chronical electrophysiological in vivo recordings. The detailed protocol is applicable to study multiple aspects of learning behavior and perception in different rodent species.
Site-specific ICMS of auditory cortical circuits as conditioned stimuli here is used as a tool to test the perceptual relevance of specific afferent, efferent and intracortical connections. Distinct activation patterns can be evoked by using different stimulation electrode arrays for local, layer-dependent ICMS or distant ICMS sites. Utilizing behavioral signal detection analysis it can be determined which stimulation strategy is most effective for eliciting a behaviorally detectable and salient signal. Further, parallel multichannel-recordings using different electrode designs (surface electrodes, depth electrodes, etc.) allow for investigating neuronal observables over the time course of such learning processes. It will be discussed how changes of the behavioral design can increase the cognitive complexity (e.g. detection, discrimination, reversal learning).

Shuttle-box avoidance learning is well-established in behavioral neuroscience. This protocol describes how shuttle-box learning in rodents can be combined with site-specific electrical intracortical microstimulation (ICMS) and simultaneous chronical in vivo recordings as a tool to study multiple aspects of learning and perception.

Shuttle-box avoidance learning is a well-established method in behavioral neuroscience and experimental setups were traditionally custom-made; the ...

Vagus Nerve Stimulation as a Tool to Induce Plasticity in Pathways Relevant for Extinction Learning

Extinction describes the process of attenuating behavioral responses to neutral stimuli when they no longer provide the reinforcement that has been maintaining the behavior. There is close correspondence between fear and human anxiety, and therefore studies of extinction learning might provide insight into the biological nature of anxiety-related disorders such as post-traumatic stress disorder, and they might help to develop strategies to treat them. Preclinical research aims to aid extinction learning and to induce targeted plasticity in extinction circuits to consolidate the newly formed memory. Vagus nerve stimulation (VNS) is a powerful approach that provides tight temporal and circuit-specific release of neurotransmitters, resulting in modulation of neuronal networks engaged in an ongoing task. VNS enhances memory consolidation in both rats and humans, and pairing VNS with exposure to conditioned cues enhances the consolidation of extinction learning in rats. Here, we provide a detailed protocol for the preparation of custom-made parts and the surgical procedures required for VNS in rats. Using this protocol we show how VNS can facilitate the extinction of conditioned fear responses in an auditory fear conditioning task. In addition, we provide evidence that VNS modulates synaptic plasticity in the pathway between the infralimbic (IL) medial prefrontal cortex and the basolateral complex of the amygdala (BLA), which is involved in the expression and modulation of extinction memory.

Vagus nerve stimulation (VNS) has emerged as a tool to induce targeted synaptic plasticity in the forebrain to modify a range of behaviors. This protocol describes how to implement VNS to facilitate the consolidation of fear extinction memory.

Extinction describes the process of attenuating behavioral responses to neutral stimuli when they no longer provide the reinforcement that has been ...

Using a Split-belt Treadmill to Evaluate Generalization of Human Locomotor Adaptation

Understanding the mechanisms underlying locomotor learning helps researchers and clinicians optimize gait retraining as part of motor rehabilitation. However, studying human locomotor learning can be challenging. During infancy and childhood, the neuromuscular system is quite immature, and it is unlikely that locomotor learning during early stages of development is governed by the same mechanisms as in adulthood. By the time humans reach maturity, they are so proficient at walking that it is difficult to come up with a sufficiently novel task to study de novo locomotor learning. The split-belt treadmill, which has two belts that can drive each leg at a different speed, enables the study of both short- (i.e., immediate) and long-term (i.e., over minutes-days; a form of motor learning) gait modifications in response to a novel change in the walking environment. Individuals can easily be screened for previous exposure to the split-belt treadmill, thus ensuring that all experimental participants have no (or equivalent) prior experience. This paper describes a typical split-belt treadmill adaptation protocol that incorporates testing methods to quantify locomotor learning and generalization of this learning to other walking contexts. A discussion of important considerations for designing split-belt treadmill experiments follows, including factors like treadmill belt speeds, rest breaks, and distractors. Additionally, potential but understudied confounding variables (e.g., arm movements, prior experience) are considered in the discussion.

We describe a protocol for investigating human locomotor adaptation using the split-belt treadmill, which has two belts that can drive each leg at a different speed. We specifically focus on a paradigm designed to test the generalization of adapted locomotor patterns to different walking contexts (e.g., gait speeds, walking environments).

Understanding the mechanisms underlying locomotor learning helps researchers and clinicians optimize gait retraining as part of motor rehabilitation. ...

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

People&#39;s responses to products and/or choice environments are crucial to understanding in-store consumer behaviors. Currently, there are various approaches (e.g., surveys or laboratory settings) to study in-store behaviors, but the external validity of these is limited by their poor capability to resemble realistic choice environments. In addition, building a real store to meet experimental conditions while controlling for undesirable effects is costly and highly difficult. A virtual store developed by virtual reality techniques potentially transcends these limitations by offering the simulation of a 3D virtual store environment in a realistic, flexible, and cost-efficient way. In particular, a virtual store interactively allows consumers (participants) to experience and interact with objects in a tightly controlled yet realistic setting. This paper presents the key elements of using a desktop virtual store to study in-store consumer behavior. Descriptions of the protocol steps to: 1) build the experimental store, 2) prepare the data management program, 3) run the virtual store experiment, and 4) organize and export data from the data management program are presented. The virtual store enables participants to navigate through the store, choose a product from alternatives, and select or return products. Moreover, consumer-related shopping behaviors (e.g., shopping time, walking speed, and number and type of products examined and bought) can also be collected. The protocol is illustrated with an example of a store layout experiment showing that shelf length and shelf orientation influence shopping- and movement-related behaviors. This demonstrates that the use of a virtual store facilitates the study of consumer responses. The virtual store can be especially helpful when examining factors that are costly or difficult to change in real life (e.g., overall store layout), products that are not presently available in the market, and routinized behaviors in familiar environments.

This paper describes the use of a desktop virtual store to create virtual shopping environments to investigate in-store consumer behavior. A description of the protocol to build and run experiments, example results from an experiment concerning store layout, and important considerations when conducting virtual store experiments are presented.

People&#39;s responses to products and/or choice environments are crucial to understanding in-store consumer behaviors. Currently, there are various ...

How to Build a Dichoptic Presentation System That Includes an Eye Tracker

The presentation of different stimuli to the two eyes, dichoptic presentation, is essential for studies involving 3D vision and interocular suppression. There is a growing literature on the unique experimental value of pupillary and oculomotor measures, especially for research on interocular suppression. Although obtaining eye-tracking measures would thus benefit studies that use dichoptic presentation, the hardware essential for dichoptic presentation (e.g. mirrors) often interferes with high-quality eye tracking, especially when using a video-based eye tracker. We recently described an experimental setup that combines a standard dichoptic presentation system with an infrared eye tracker by using infrared-transparent mirrors1. The setup is compatible with standard monitors and eye trackers, easy to implement, and affordable (on the order of US$1,000). Relative to existing methods it has the benefits of not requiring special equipment and posing few limits on the nature and quality of the visual stimulus. Here we provide a visual guide to the construction and use of our setup.

We recently proposed a method that allows dichoptic visual stimulus presentation and binocular eye tracking simultaneously1. The key is the combination of an infrared eye tracker and the corresponding infrared-transparent mirrors. This manuscript provides an in depth protocol for initial setup and everyday operation.

The presentation of different stimuli to the two eyes, dichoptic presentation, is essential for studies involving 3D vision and interocular suppression. ...

Creating and Applying a Reference to Facilitate the Discussion and Classification of Proteins in a Diverse Group

Related proteins that have been studied in different labs using varying organisms may lack a uniform system of nomenclature and classification, making it difficult to discuss the group as a whole and to place new sequences into the appropriate context. Developing a reference that prioritizes important sequence features related to structure and/or activity can be used in addition to established names to add some coherency to a diverse group of proteins. This paper uses the cysteine-stabilized alpha-helix (CS-&#945;&#946;) superfamily as an example to show how a reference generated in&#160;spreadsheet software can clarify relationships between existing proteins in the superfamily, as well as facilitate the addition of new sequences. It also shows how the reference can help to refine sequence alignments generated in commonly used software, which impacts the validity of phylogenetic analyses. The use of a reference will likely be most helpful for protein groups that include highly divergent sequences from a broad spectrum of taxa, with features that are not adequately captured by molecular analyses.

The goal of this protocol is to develop a reference for divergent proteins in a group that lacks coherent criteria for nomenclature and classification. This reference will facilitate analyses and discussion of the group as a whole and can be used in addition to established names.

Related proteins that have been studied in different labs using varying organisms may lack a uniform system of nomenclature and classification, making it ...

Mobile Game-based Virtual Reality Program for Upper Extremity Stroke Rehabilitation

Stroke rehabilitation requires repetitive, intensive, goal-oriented therapy. Virtual reality (VR) has the potential to satisfy these requirements. Game-based therapy can promote patients&#39; engagement in rehabilitation therapy as a more interesting and a motivating tool. Mobile devices such as smartphones and tablet PCs can provide personalized home-based therapy with interactive communication between patients and clinicians. In this study, a mobile VR upper extremity rehabilitation program using game applications was developed. The findings from the study show that the mobile game-based VR program effectively promotes upper extremity recovery in patients with stroke. In addition, patients completed two weeks of treatment using the program without adverse effects and were generally satisfied with the program. This mobile game-based VR upper extremity rehabilitation program can substitute for some parts of the conventional therapy that are delivered one-on-one by an occupational therapist. This time-efficient, easy to implement, and clinically effective program would be a good candidate tool for tele-rehabilitation for upper extremity recovery in patients with stroke. Patients and therapists can collaborate remotely through these e-health rehabilitation programs while reducing economic and social costs.

Here, we present a protocol to develop and apply a mobile game-based virtual reality program for the recovery of upper limb dysfunction in patients with stroke. The present study shows that the mobile program is feasible and effectively promotes upper limb recovery in stroke patients.

Stroke rehabilitation requires repetitive, intensive, goal-oriented therapy. Virtual reality (VR) has the potential to satisfy these requirements. ...

A Novel Digital Platform for a Monitored Home-based Cardiac Rehabilitation Program

Despite the evidence that cardiac rehabilitation (CR) reduces the risk of recurrent cardiac events, only a minority of eligible patients are willing to join existing programs at cardiac rehabilitation centers. The unique remote patient monitoring system presented here enables healthcare providers to monitor CR patients at home in real-time and at low cost. The system combines mobile technology, artificial intelligence, and supportive services, expanding the delivery of medical care to the patient&#39;s home. The primary aim of the study is to increase the long-term adherence to physical activity in patients who participate in CR via the addition of a home-based digitally monitored CR component to the standard CR program in patients with ischemic heart disease (IHD), with the idea of forming new habitual health behaviors and increasing the long-term motivation for physical exercise (PE) habits at home. Secondary aims are to assess the program&#39;s impact on the physical activity level measured by average steps per day, minutes of exercise per week, blood pressure, metabolic parameters, body mass index, and waist-to-hip ratio, as well as a quality-of-life (QoL) questionnaire.The study has two arms: (1) home-based monitored exercise using a smart digital garment and wristband, in addition to motivation and reinforcement via text messages; (2) standard CR facility-based exercise. The study design is a randomized, controlled trial comparing standard CR to a home-based monitoring and reinforcement program. The study program is designed for 12 weeks.Clinical tests and anthropometric measurements are performed before and after the study, measuring height, weight, waist circumference, visceral fat and body mass index (BMI), blood pressure, and HbA1c and lipid profile. Patients have to complete a baseline survey including socio-demographic characteristics and QoL questionnaire SF-36. At the end of the study, patients complete a survey regarding the use of the smart digital garment&#39;s benefits and usability. The study is currently underway.

The aim is to promote a new approach to cardiac rehabilitation (CR), using a unique remote patient monitoring system that will enable healthcare providers to monitor CR patients at home at low cost, with the intention of making CR services more accessible and improving compliance. The study is currently underway.

Despite the evidence that cardiac rehabilitation (CR) reduces the risk of recurrent cardiac events, only a minority of eligible patients are willing to ...