Name: using a virtual store as a research tool to investigate consumer in-store behavior
Uploaded: 2017-07-24T12:30:00.000+00:00
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Description: Watch this Scientific Journal Video about Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior at JoVE.com

Gli autori vorrebbero riconoscere il sostegno finanziario al governo reale tailandese, al Fondo europeo di sviluppo regionale e alle province olandesi Gelderland e Overijssel (numero di sovvenzione 2011P017004). Il contenuto del documento riflette solo le opinioni degli autori. Gli autori apprezzano anche l&#39;aiuto di Andrea Poelstra di GreenDino e Tobias Heffelaar di Noldus Information Technology per il loro prezioso contributo su argomenti tecnici.

<ol>
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E., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Study+protocol:+combining+experimental+methods,+econometrics+and+simulation+modelling+to+determine+price+elasticities+for+studying+food+taxes+and+subsidies+(The+Price+ExaM+Study).">Study protocol: combining experimental methods, econometrics and simulation modelling to determine price elasticities for studying food taxes and subsidies (The Price ExaM Study).</a> BMC Public Health. 16 (1), 601-614 (2016).</li><li>Kim, A. E., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Influence+of+Point-of-Sale+Tobacco+Displays+and+Graphic+Health+Warning+Signs+on+Adults:+Evidence+From+a+Virtual+Store+Experimental+Study.">Influence of Point-of-Sale Tobacco Displays and Graphic Health Warning Signs on Adults: Evidence From a Virtual Store Experimental Study.</a> Am J Public Health. 104 (5), 888-895 (2014).</li><li>van Herpen, E., Immink, V., van Den Puttelaar, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Organics+unpacked:+The+influence+of+packaging+on+the+choice+for+organic+fruits+and+vegetables.">Organics unpacked: The influence of packaging on the choice for organic fruits and vegetables.</a> Food Qual Prefer. 53, 90-96 (2016).</li><li>Ducrot, P., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Impact+of+Different+Front-of-Pack+Nutrition+Labels+on+Consumer+Purchasing+Intentions:+A+Randomized+Controlled+Trial:+A+Randomized+Controlled+Trial.">Impact of Different Front-of-Pack Nutrition Labels on Consumer Purchasing Intentions: A Randomized Controlled Trial: A Randomized Controlled Trial.</a> Am J Prev Med. 50 (5), 627-636 (2015).</li><li>van Herpen, E., Pieters, R., Zeelenberg, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=When+demand+accelerates+demand:+Trailing+the+bandwagon.">When demand accelerates demand: Trailing the bandwagon.</a> J Consum Psychol. 19 (3), 302-312 (2009).</li><li>Berneburg, A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Interactive+3D+simulations+in+measuring+consumer+preferences:+Friend+or+foe+to+test+results.">Interactive 3D simulations in measuring consumer preferences: Friend or foe to test results.</a> J. interact. advert. 8 (1), 1-13 (2007).</li><li>van Herpen, E., van den Broek, E., van Trijp, H. C., Yu, T. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Can+a+virtual+supermarket+bring+realism+into+the+lab?+Comparing+shopping+behavior+using+virtual+and+pictorial+store+representations+to+behavior+in+a+physical+store.">Can a virtual supermarket bring realism into the lab? Comparing shopping behavior using virtual and pictorial store representations to behavior in a physical store.</a> Appetite. 107, 196-207 (2016).</li><li>Khan, V. -. J., Nuijten, K. C., Desl&#233;, N. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Pervasive+Application+Evaluation+within+Virtual+Environments.">Pervasive Application Evaluation within Virtual Environments.</a> Proc. PECCS. , 261-264 (2011).</li><li>Rebelo, F., Duarte, E., Noriega, P., Soares, M. M., Karwowski, W., Soares, M. M., Stanton, N. A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Virtual+reality+in+consumer+product+design:+Methods+and+applications.">Virtual reality in consumer product design: Methods and applications.</a> Human factors and ergonomics in consumer product design. , 381-402 (2011).</li><li>Ruppert, B. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=New+directions+in+the+use+of+virtual+reality+for+food+shopping:+Marketing+and+education+perspectives.">New directions in the use of virtual reality for food shopping: Marketing and education perspectives.</a> J Diabetes Sci Technol. 5 (2), 315-318 (2011).</li><li>Waterlander, W., Mhurchu, C. N., Steenhuis, I., Xinxing, T. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+use+of+virtual+reality+in+studying+complex+interventions+in+our+every-day+food+environment.">The use of virtual reality in studying complex interventions in our every-day food environment.</a> Virtual reality-Human computer interaction. , 231-260 (2012).</li><li>Waterlander, W. E., Jiang, Y., Steenhuis, I. H. M., Mhurchu, C. N. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Using+a+3D+virtual+supermarket+to+measure+food+purchase+behavior:+A+validation+study.">Using a 3D virtual supermarket to measure food purchase behavior: A validation study.</a> J Med Internet Res. 17 (4), (2015).</li><li>Mikkelsen, B., H&#248;eg, E., Mangano, L., Serafin, S. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+Virtual+Foodscape+Simulator-gaming,+designing+and+measuring+food+behaviour+in+created+food+realities.">The Virtual Foodscape Simulator-gaming, designing and measuring food behaviour in created food realities.</a> Proc Meas Behav 2016. , (2016).</li></ol>

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Il negozio virtuale è una delle tecnologie informatiche più avanzate che sono state sviluppate per creare ambienti virtuali in cui le persone possono sperimentare e reagire a oggetti vicini alla realtà. Generalmente, il negozio virtuale desktop è costituito da interfacce user-friendly che richiedono un breve tempo per capire. Tuttavia, occorre considerare un certo numero di punti critici. Innanzitutto, è necessario un preciso obiettivo di ricerca prima di specificare i punti di partenza durante la creazione del neg...

È innegabile che la comprensione dei comportamenti dei consumatori nei negozi è di fondamentale importanza per ottenere un efficace marketing al dettaglio. Per aiutare in questa comprensione, la tecnologia avanzata della realtà virtuale, nota come negozio virtuale, può consentire studi sul comportamento dei consumatori utilizzando ambienti virtuali creati in modo computazionale. L&#39;approccio virtuale del negozio utilizza un sistema di realtà virtuale per generare ambienti tridimensionali virtuali realistici e immersivi in ​​cui le persone possono interagire con gli oggetti presenti nel negozio. In tali ambienti di archivi virtuali, le persone sperimentano esperienze sensoriali artificialmente create. Gli ambienti del negozio virtuale possono essere rappresentazioni realistiche di ambienti di archivio esistenti in realtà o ambienti immaginari di archivio. Inoltre, lo store virtuale può essere visto come uno strumento intermedio tra la ricerca tradizionale dei consumatori ( ovvero indagini basate su testo, gruppi di focus o esperimenti di laboratorio), esperimenti di campo controllati (ad esempio,In ambienti negozio) e studi sul campo ( es. Acquisizione di video, osservazioni personali o test di promozione delle vendite di prodotti) 1 . Le applicazioni di realtà virtuale hanno una notevole storia di ricerca. Già nel 1965, Sutherland 2 descrisse il suo concetto &quot;ultimo display&quot;, che comprende un mondo virtuale che fornisce feedback sonori e tattili. In origine, l&#39;attenzione si è concentrata principalmente sull&#39;hardware tecnologico, ma poiché non fornisce approfondimenti sugli effetti dei sistemi di realtà virtuale, l&#39;attenzione è passata all&#39;esperienza umana 3 , 4 . Il senso di &quot;presenza&quot;, di essere nel mondo generato dal computer, è divenuto quindi una chiave per le esperienze della realtà virtuale 5 , 6 . La presenza è stata definita come &quot;l&#39;esperienza soggettiva di essere in un ambiente, ancheQuando uno è fisicamente situato in un altro &quot; .7 Da questo punto di vista, il&quot; senso di presenza &quot;può essere recuperato da un partecipante e si riferisce alla misura in cui una persona si percepisce di essere in un ambiente. In alternativa, Slater 8 Ha distinto tra i concetti di presenza e immersione, chiamati &quot;illusione luogo&quot; (PI) e &quot;illusione di plausibilità&quot; (Psi). PI si riferisce ad avere una sensazione di essere in un luogo reale e viene valutato da una serie di azioni valide o Le risposte che i partecipanti possono svolgere per cambiare la loro percezione o l&#39;ambiente ( ad esempio spostando la testa e l&#39;occhio per cambiare la direzione del sguardo o afferrare un oggetto per spostarlo). PI è alto quando una serie simile di risposte per cambiare percezioni sono necessarie nel Sistema di realtà virtuale rispetto alla risposta attesa in un ambiente fisico equivalente. Psi rappresenta ciò che viene percepito nella realtà virtuale, riferendosiIllusione che si verifica in realtà. Una componente vitale che può portare a Psi è per la realtà virtuale fornire l&#39;illusione che gli eventi nell&#39;ambiente virtuale su cui un partecipante non abbia controllo diretto si riferiscano direttamente a se stesso. Psi può essere misurato tracciando qualsiasi azione o risposte che la gente manifesta in risposta ai cambiamenti nella realtà virtuale che proveniva dall&#39;esterno. Ad esempio, se le frequenze cardiache delle persone aumentano quando vedono un avatar nell&#39;ambiente virtuale, ciò può rappresentare una reazione simile al mondo reale. Così, questo sistema di realtà virtuale fornisce alti Psi. La tecnologia del negozio virtuale è stata introdotta in affari e accademici per servire diversi scopi. Può essere utilizzato come aiuto direttivo, ad esempio per aiutare i gestori di categorie delle aziende a sviluppare un piano di scaffalatura per i loro prodotti. I negozi virtuali hanno anche il loro uso nelle impostazioni cliniche, per misurare le risposte emotive al cibo per i pazienti conUn disturbo alimentare 1 o uno strumento di screening per una lieve cognizione compromessa 9 . Tuttavia, un uso più comune dei negozi virtuali nella ricerca è quello di valutare il comportamento dei consumatori in negozio e le risposte dei consumatori ai cambiamenti nell&#39;ambiente del negozio, come i cambi di prezzo 10 , 11 , 12 , differenti configurazioni di punti vendita 13 , Opzioni di confezionamento diverse 14 , etichette nutrizionali differenti sulle spalle dei pacchetti prodotti 15 e livelli di magazzino 16 . Inoltre, il negozio virtuale è attualmente utilizzato per aiutare a creare e testare interventi di salute pubblica per stimolare scelte alimentari più sane tra i bambini 17 . A causa di diversi vantaggi dichiarati in precedenza, la tecnologia virtuale del negozio e hardware sono in rapido sviluppo. Pertanto, questo documento si concentrerà sull&#39;uomoEsperienza e descrivere gli elementi essenziali degli studi utilizzando la realtà virtuale in generale. Saranno dimostrate tutte le informazioni essenziali ottenute dall&#39;attuale sistema di memorizzazione virtuale. I sistemi di archiviazione virtuale attualmente disponibili possono essere brevemente classificati come: 1) non immersivi ( ad esempio, desktop), 2) semi-immersivi ( ad esempio, proiezioni, sistemi CAVE) e 3) completamente immersivi ( es. ). Ogni sistema è in grado di portare diversi livelli di immersione, presenza, PI e Psi a seconda del sistema di supporto. Tuttavia, poiché le misure di immersione, presenza, PI e Psi sono legate alle specifiche sensomotore specifiche che ogni sistema supporta, è stato ritenuto impossibile un confronto di questi indicatori nei diversi sistemi 8 . Negli ultimi anni, i negozi virtuali desktop hanno ricevuto più attenzione e sono stati utilizzati sempre più nella ricerca. Anche se il negozio virtuale è stato considerato come un promisiLo strumento per la ricerca sul comportamento dei consumatori in-store, è necessaria una competenza su come utilizzare un tale negozio virtuale per assicurare la preparazione e l&#39;implementazione tempestiva e corretta degli esperimenti. Tuttavia, fino ad ora, gli studi riportati in modo completo che descrivono la procedura per condurre esperienze del negozio virtuale sono molto scarse. Pertanto, questo lavoro mira a descrivere un protocollo per condurre la ricerca dei consumatori con il negozio virtuale desktop, che è di vitale importanza. Generalmente, la ricerca con un negozio virtuale richiede: 1) attrezzature per visualizzare l&#39;ambiente virtuale, 2) un programma di editor per consentire ai ricercatori di costruire l&#39;ambiente virtuale, 3) una rappresentazione virtuale dell&#39;oggetto studiato ( ad esempio , diversi elementi di un negozio e Prodotti), 4) un&#39;interfaccia consumer per navigare nell&#39;ambiente virtuale e fare scelte, 5) procedure per l&#39;esecuzione della raccolta dati stessa, e 6) un sistema di gestione dei dati che facilita l&#39;archiviazione e l&#39;analisi dei dati. Molti di questiSarà probabilmente gestito da una società di negozio virtuale e un programmatore. I ricercatori dovrebbero sapere: 1) come creare un negozio al dettaglio per un esperimento in un programma di editor, 2) come eseguire la raccolta dei dati con l&#39;interfaccia utente e 3) come organizzare tutte le uscite nel programma di gestione dei dati e le uscite di esportazione Messo in un programma statistico. Il documento corrente affronterà queste informazioni fornendo passi dettagliati di protocollo per condurre esperimenti con il negozio virtuale desktop. Inoltre, saranno discussi i vantaggi e le limitazioni dell&#39;uso del negozio virtuale nella ricerca dei consumatori. Il protocollo dettagliato descritto in questo documento può essere utilizzato per aiutare i ricercatori a iniziare e condurre ricerche di archivi virtuali. Il negozio virtuale desktop utilizzato in questo documento richiede hardware ( cioè computer personalizzati (PC), schermi di display a cristalli liquidi (LCD), navigatore spaziale tridimensionale (3D), mouse e tastiera) e software (ad esempio, Per progettare un negozio aNd per negozio come un consumatore in un negozio virtuale 3D). Questo particolare sistema è stato utilizzato negli studi precedenti 14 , 18 .

<table><tbody><tr><td>Virtual Supermarket Software</td><td>GreenDino BV</td><td>http://www.greendino.nl/virtual-labs.html</td><td>This software consists of editor, product library and consumer interface.&amp;nbsp;</td></tr><tr><td>Data Management Software: Observer XT&amp;nbsp;</td><td>Noldus Information Technology</td><td>http://www.noldus.com/human-behavior-research/products/the-observer-xt&amp;nbsp;</td><td>This software records observational data and facilitates the exportation of researcher-specified data sets using filters</td></tr><tr><td>3D SpaceNavigator</td><td>3Dconnexion</td><td>http://www.3dconnexion.eu/index.php?id=26&amp;amp;redirect2=www.3dconnexion.eu</td><td>A 3D SpaceNavigator allows participants to walk and make turns in the virtual store. In addition, it can be used by participants to adjust their eye-level during a shopping trip.</td></tr><tr><td>3D moddeling software (e.g. Blender or 3DS Max)</td><td>Blender Foundation / Autodesk</td><td>https://www.blender.org/ http://www.autodesk.nl/products/3ds-max/overview</td><td>In case 3D models need to be made or adjusted 3D modeling software is needed. Many objects can be found online under different licencing agreements.&amp;nbsp;</td></tr><tr><td>Contract Reseach&amp;nbsp;</td><td>Wageningen Univeristy and Research</td><td>http://www.wur.nl/en/Expertise-Services/Research-Institutes/Economic-Research.htm</td><td>The socio-economic research institute (Wageningen Economic Research)&amp;nbsp; with experience in conducting the consumer research with the virtual store.&amp;nbsp;</td></tr></tbody></table>

using a virtual store as a research tool to investigate consumer in-store behavior

Le risposte delle persone a prodotti e / o ambienti di scelta sono fondamentali per comprendere i comportamenti dei consumatori in negozio. Attualmente esistono diversi approcci ( es. Sondaggi o impostazioni di laboratorio) per studiare comportamenti in-store, ma la loro validità esterna è limitata dalla loro scarsa capacità di assomigliare a ambienti di scelta realistici. Inoltre, la costruzione di un vero e proprio negozio per soddisfare le condizioni sperimentali mentre controlla per effetti indesiderati è costoso e molto difficile. Un negozio virtuale sviluppato dalle tecniche di realtà virtuale potenzialmente trascende queste limitazioni offrendo la simulazione di un ambiente di archiviazione virtuale 3D in modo realistico, flessibile e conveniente. In particolare, un negozio virtuale consente in modo interattivo ai consumatori (partecipanti) di sperimentare e interagire con oggetti in un ambiente fortemente controllato ma realistico. Questo articolo presenta gli elementi chiave dell&#39;uso di un negozio virtuale desktop per studiare il comportamento dei consumatori in negozio. DescrIptions dei passaggi del protocollo per: 1) costruire il negozio sperimentale, 2) preparare il programma di gestione dei dati, 3) eseguire l&#39;esperimento del negozio virtuale e 4) organizzare ed esportare i dati dal programma di gestione dei dati. Il negozio virtuale consente ai partecipanti di navigare attraverso il negozio, di scegliere un prodotto dalle alternative e di selezionare o restituire i prodotti. Inoltre, possono essere raccolti anche i comportamenti di shopping connessi al consumo ( ad esempio, il tempo di acquisto, la velocità a piedi, il numero e il tipo di prodotti esaminati e acquistati). Il protocollo è illustrato con un esempio di un esperimento di layout del negozio che mostra che la lunghezza dello scaffale e l&#39;orientamento dello scaffale influenzano i comportamenti correlati allo shopping e al movimento. Ciò dimostra che l&#39;utilizzo di un negozio virtuale facilita lo studio delle risposte dei consumatori. Il negozio virtuale può essere particolarmente utile quando esamina fattori costosi o difficili da cambiare nella vita reale ( ad es. , Layout del negozio complessivo), prodotti che non sono attualmente disponibili inIl mercato e comportamenti routinati in ambienti familiari.

Il negozio virtuale visualizzato con un PC con tre schermi LCD da 42 pollici è stato applicato per esaminare gli effetti del layout del supermercato sul comportamento dei consumatori ( ad esempio, il tempo totale di acquisto, la durata e la velocità del movimento, il numero totale di prodotti esaminati e il numero totale di Prodotti acquistati) e percepite l&#39;esperienza di acquisto. Il negozio virtuale consente al ricercatore di modificare in modo flessibile gli attributi d...

Watch this Scientific Journal Video about Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior at JoVE.com

Utilizzo di un negozio virtuale come strumento di ricerca per indagare il comportamento dei consumatori in negozio | Video

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

Questo articolo descrive l&#39;utilizzo di un negozio virtuale desktop per creare ambienti di acquisto virtuale per indagare sul comportamento dei consumatori in negozio. Viene presentata una descrizione del protocollo per la creazione e l&#39;esecuzione di esperimenti, esempi di risultati provenienti da un esperimento relativo al layout del negozio e importanti considerazioni durante lo svolgimento di esperimenti del negozio virtuale.

Utilizzo di un negozio virtuale come strumento di ricerca per indagare il comportamento dei consumatori nei negozi

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

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JoVE Core

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Statistics

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Unit 1

Understanding Statistics

SCIENTISTS IN ACTION

11.3K Views.  Wageningen University and Research.  Questo articolo descrive l'utilizzo di un negozio virtuale desktop per creare ambienti di acquisto virtuale per indagare sul comportamento dei consumatori in negozio. Viene presentata una descrizione del protocollo per la creazione e l'esecuzione di esperimenti, esempi di risultati provenienti da un esperimento relativo al layout del negozio e importanti considerazioni durante lo svolgimento di esperimenti del negozio virtuale. 

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

Brain Imaging Investigation of the Neural Correlates of Observing Virtual Social Interactions

The ability to gauge social interactions is crucial in the assessment of others&#x2019; intentions. Factors such as facial expressions and body language affect our decisions in personal and professional life alike 1. These "friend or foe" judgements are often based on first impressions, which in turn may affect our decisions to "approach or avoid". Previous studies investigating the neural correlates of social cognition tended to use static facial stimuli 2. Here, we illustrate an experimental design in which whole-body animated characters were used in conjunction with functional magnetic resonance imaging (fMRI) recordings. Fifteen participants were presented with short movie-clips of guest-host interactions in a business setting, while fMRI data were recorded; at the end of each movie, participants also provided ratings of the host behaviour. This design mimics more closely real-life situations, and hence may contribute to better understanding of the neural mechanisms of social interactions in healthy behaviour, and to gaining insight into possible causes of deficits in social behaviour in such clinical conditions as social anxiety and autism 3.

This article demonstrates an experimental design in which whole-body animated characters are used in conjunction with functional magnetic resonance imaging (fMRI) to investigate the neural correlates of observing virtual social interactions.

Indagine del cervello Imaging i correlati neurali di osservazione virtuale interazioni sociali

The ability to gauge social interactions is crucial in the assessment of others&#x2019; intentions. Factors such as facial expressions and body language ...

Ricerca

Neuroscienze

A Networked Desktop Virtual Reality Setup for Decision Science and Navigation Experiments with Multiple Participants

Investigating the interactions among multiple participants is a challenge for researchers from various disciplines, including the decision sciences and spatial cognition. With a local area network and dedicated software platform, experimenters can efficiently monitor the behavior of the participants that are simultaneously immersed in a desktop virtual environment and digitalize the collected data. These capabilities allow for experimental designs in spatial cognition and navigation research that would be difficult (if not impossible) to conduct in the real world. Possible experimental variations include stress during an evacuation, cooperative and competitive search tasks, and other contextual factors that may influence emergent crowd behavior. However, such a laboratory requires maintenance and strict protocols for data collection in a controlled setting. While the external validity of laboratory studies with human participants is sometimes questioned, a number of recent papers suggest that the correspondence between real and virtual environments may be sufficient for studying social behavior in terms of trajectories, hesitations, and spatial decisions. In this article, we describe a method for conducting experiments on decision-making and navigation with up to 36 participants in a networked desktop virtual reality setup (i.e., the Decision Science Laboratory or DeSciL). This experiment protocol can be adapted and applied by other researchers in order to set up a networked desktop virtual reality laboratory.

This paper describes a method for conducting multi-user experiments on decision-making and navigation using a networked computer laboratory.

Un'installazione in rete di realtà virtuale Desktop per decisione scienza ed esperimenti di navigazione con più partecipanti

Investigating the interactions among multiple participants is a challenge for researchers from various disciplines, including the decision sciences and ...

Comportamento

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Several models of the in-store search process exist in the fields of retailing, marketing, and consumer-based research. The present article presents a new conceptualization of this search process, which captures customers&#8217; visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We refer to this conceptualization as the 3S Model and illustrate its usefulness through three eye-tracking studies, one from each level of analysis. Our experimental examples, which range from manipulating certain stimuli on a single product (e.g., the placement of textual and pictorial packaging elements) to manipulating the entire shopping trip for customers during their stay in a store (e.g., through more or less specific shopping tasks), highlight the broad applicability of this alternative approach for understanding customers&#8217; in-store search behavior. Thus, our model can be seen as a helpful tool for researchers interested in how to conduct experimental eye-tracking studies that shed light on the perceptual processes preceding product choices and purchase decisions. The 3S Model is equally suitable in controlled lab conditions and under ecologically valid settings in the real retail environment. Furthermore, it can be used from the micro level, with a focus on the meaningful metrics on a particular product, through the intermediate level, with the emphasis on the area surrounding products in shelves and other in-store spaces, all the way to the macro level, examining customers&#8217; navigational paths throughout a store as a function of their shopping tasks, cognitive capacity, or ability to acquire in-store information.

This article presents a new conceptualization of the in-store search process, the 3S Model, which captures customers&#8217; visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We illustrate the usefulness of our conceptualization through three eye-tracking studies, one from each level of analysis in the 3S Model.

L'attenzione visiva dei clienti di spotlighting nei livelli di stock, scaffale e negozio con il modello 3S

Several models of the in-store search process exist in the fields of retailing, marketing, and consumer-based research. The present article presents a new ...

Using a Virtual Reality Walking Simulator to Investigate Pedestrian Behavior

To cross a road successfully, individuals must coordinate their movements with moving vehicles. This paper describes use of a walking simulator in which people walk on a treadmill to intercept gaps between two moving vehicles in an immersive virtual environment. Virtual reality allows for a safe and ecologically varied investigation of gap crossing behavior. Manipulating the initial starting distance can further the understanding of a participant&#8217;s speed regulation while approaching a gap. The speed profile may be assessed for various gap crossing variables, such as initial distance, vehicle size, and gap size. Each walking simulation results in a position/time series that can inform how velocity is adjusted differently depending on the gap characteristics. This methodology can be used by researchers investigating pedestrian behavior and behavioral dynamics while employing human participants in a safe and realistic setting.

This protocol describes use of a walking simulator that serves as a safe and ecologically valid method to study pedestrian behavior in the presence of moving traffic.

Utilizzo di un simulatore di camminata in realtà virtuale per indagare sul comportamento dei pedoni

To cross a road successfully, individuals must coordinate their movements with moving vehicles. This paper describes use of a walking simulator in which ...

Measuring Engagement of Spectators of Social Digital Games

The goal of this methodology is to assess explicit and implicit measures of engagement of spectators during social digital games in a group of participants with motion tracking systems. In the context of games that are not confined within a screen, measuring the different dimensions of engagement such as physiological arousal can be challenging. The focus of the study is made on the spectators of the game and the differences in their engagement according to interactivity. Engagement is measured with physiological and self-reported arousal, as well as an engagement questionnaire at the end of the experiment. Physiological arousal is measured with electrodermal activity (EDA) sensors that record the data on a portable device (EDA box). Portability was essential because of the nature of the game, which is akin to a life-size pong and includes many participants that move. To have an overview of the events of the game, three cameras are used to film three angles of the playing field. To synchronize the EDA data with events happening in the game, boxes with digital numbers are used and put in the frames of cameras. Signals are sent from a sync box simultaneously to the EDA boxes and to light boxes. The light boxes show the synchronization numbers to the cameras, and the same numbers are also logged on the EDA data file. That way, it is possible to record EDA of many people that move freely in a large space and synchronize this data with events in the game. In our particular study, we were able to assess the differences in arousal for the different conditions of interactivity. One of the limitations of this method is that the signals cannot be sent farther than 20 meters away. This method is, therefore, appropriate for recording physiological data in games with an unlimited number of players but is restricted to a limited space.

We propose a methodology that enables measuring engagement of spectators in a social digital game combining physiological and self-reported data. As this digital game involves a group of freely moving people, the experience is filmed using a synchronizing technique that links physiological data with events in the game.

Misurare l'impegno degli spettatori dei giochi social digitali

The goal of this methodology is to assess explicit and implicit measures of engagement of spectators during social digital games in a group of ...

Usability Evaluation of Augmented Reality: A Neuro-Information-Systems Study

This study introduces an experimental paradigm for a usability test of emerging technologies in a management information system (MIS). The usability test included both subjective and objective evaluations. For the subjective evaluation, a usability questionnaire and a NASA-TLX scale were adopted. For the objective evaluation, methods of Neuro-Information-Systems (NeuroIS) were used. From a NeuroIS perspective, this study used mobile fNIRS and eye tracking glasses for multimodal measurements, which solved the problem of ecological validity of cognitive neuroscience tools used in real-world behavior experiments. This study used Augmented Reality (AR) integrated into the Internet of Things (IoT) as an experimental object. Comparing the differences in the neuroimaging data, the physiological data, the usability questionnaire, and the NASA-TLX scale data between the two information-search modes (AR versus a website), information search with AR had a higher efficiency and a lower cognitive load compared with information search with a website during the process of consumption decision-making. The usability experiment results demonstrate that AR, as an emerging technology in retail, can effectively enhance consumer experiences and increase their purchase intention. The experimental paradigm, combining both subjective and objective evaluations in this study, could be applied to a usability test for emerging technologies, such as augmented reality, virtual reality, artificial intelligence, wearable technology, robotics, and big data. It provides a practical experimental solution for the user experience in human-computer-interactions with the adoption of emerging technologies.

This study presents an experimental paradigm for&#160;a&#160;usability test combining subjective and objective evaluations. The objective evaluation adopted Neuro-Information-Systems (NeuroIS) methods, and the subjective evaluation adopted a usability questionnaire and a NASA-Task Load Index (NASA-TLX) scale.

Valutazione dell'usabilità della realtà aumentata: uno studio sui sistemi neuro-informativi

This study introduces an experimental paradigm for a usability test of emerging technologies in a management information system (MIS). The usability test ...

The Immersive Cleveland Clinic Virtual Reality Shopping Platform for the Assessment of Instrumental Activities of Daily Living

A decline in the performance of instrumental activities of daily living (IADLs) has been proposed as a prodromal marker of neurological disease. Existing clinical and performance-based IADL assessments are not feasible for integration into clinical medicine. Virtual reality (VR) is a powerful yet underutilized tool that could advance the diagnosis and treatment of neurological disease. An impediment to the adoption and scaling of VR in clinical neurology is VR-related sickness resulting from sensory inconsistencies between the visual and vestibular systems (i.e., locomotion problem).
The Cleveland Clinic Virtual Reality Shopping (CC-VRS) platform attempts to solve the locomotion problem by coupling an omnidirectional treadmill with high-resolution VR content, enabling the user to physically navigate a virtual grocery store to simulate shopping. The CC-VRS consists of Basic and Complex shopping experiences; both require walking 150 m and retrieving five items. The Complex experience has additional scenarios that increase the cognitive and motor demands of the task to better represent the continuum of activities associated with real-world shopping. The CC-VRS platform provides objective and quantitative biomechanical and cognitive outcomes related to the user&#39;s IADL performance. Initial data indicate that the CC-VRS results in minimal VR-sickness and is feasible and tolerable for older adults and patients with Parkinson&#39;s disease (PD). The considerations underlying the development, design, and hardware and software technology are reviewed, and initial models of integration into primary care and neurology are provided.

Virtual reality (VR) is a powerful yet underutilized approach to advance the diagnosis and treatment of neurological disease. The Cleveland Clinic Virtual Reality Shopping platform combines state-of-the-art VR content with an omnidirectional treadmill to quantify instrumental activities of daily living-a proposed prodromal marker of neurological disease.

La piattaforma di shopping immersiva in realtà virtuale della Cleveland Clinic per la valutazione delle attività strumentali della vita quotidiana

A decline in the performance of instrumental activities of daily living (IADLs) has been proposed as a prodromal marker of neurological disease. Existing ...

Ingegneria

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the explicitness of the message.

The following protocol describes a series of operational and computational steps required to properly estimate the emotional and cerebral reaction of a group of subjects towards a selected number of Public Service Announcements (PSAs) against smoking, aired in the USA and Europe during the period between 1998 and 2015.

Elettroencefalografici, frequenza cardiaca e valutazione di risposta galvanica della pelle per una percezione di pubblicità Studio: applicazione per annunci di servizio pubblico antifumo

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these ...

Buying Behavior

Assael&#39;s Consumer Buying Behavior model, by Henry Assael, categorizes consumer buying behavior into four types based on involvement and brand/product differences.
The four types of buying behavior are:
Complex Buying Behavior: This behavior occurs when there is a significant difference between brands. Consumers extensively research, compare brands, and evaluate product attributes before purchasing. Examples include buying a new car, a house, or other high-value products.
Dissonance-Reducing Buying Behavior: Consumers are highly involved, but brands have little perceived difference. Post-purchase, consumers may question their decision, seeking reassurance or additional information to alleviate doubts. Examples include electronic gadgets.
Habitual Buying Behavior: Consumers have low involvement and low perceived brand/product differentiation. Consumers often exhibit brand loyalty or habitual purchasing based on habit, convenience, or routine. Household items, groceries, or personal care products often fall into this category.
Variety-Seeking Buying Behavior: Low involvement and significant brand/product differences characterize this behavior. Consumers are not brand loyal and may seek variety for change or experimentation. Common in snack, fashion accessories, and entertainment product purchases.
Understanding buying behavior guides marketers in tailoring strategies. For complex buying, detailed information and brand differentiation are emphasized, while habitual buying emphasizes brand loyalty and convenience.