Name: using a virtual store as a research tool to investigate consumer in-store behavior
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Os autores gostariam de reconhecer o apoio do governo real da Tailândia, do Fundo Europeu de Desenvolvimento Regional e das províncias holandesas Gelderland e Overijssel (número de concessão 2011P017004). O conteúdo do documento reflete apenas as opiniões dos autores. Os autores também apreciam a ajuda de Andrea Poelstra de GreenDino e Tobias Heffelaar da Noldus Information Technology por sua valiosa contribuição em tópicos técnicos.

<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=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>

Os autores não têm nada a revelar.

A loja virtual é uma das tecnologias informáticas mais avançadas que foram desenvolvidas para criar ambientes virtuais nos quais as pessoas possam experimentar e reagir a objetos de perto da realidade. Geralmente, a loja virtual de desktop consiste em interfaces amigáveis ​​que requerem pouco tempo para entender. No entanto, uma série de pontos críticos precisam ser contabilizados. Em primeiro lugar, os objetivos de pesquisa claros são necessários de antemão para especificar os pontos de partida na constru?...

É inegável que a compreensão dos comportamentos nas lojas dos consumidores é de importância crítica para alcançar o marketing varejista efetivo. Para auxiliar nesta compreensão, a tecnologia de realidade virtual avançada, conhecida como loja virtual, pode permitir estudos de comportamento do consumidor usando ambientes virtuais criados computacionalmente. A abordagem da loja virtual usa um sistema de realidade virtual para gerar ambientes de lojas virtuais tridimensionais realistas e imersivos nos quais as pessoas podem interagir com os objetos na loja. Em tais ambientes de lojas virtuais, as pessoas experimentam experiências sensoriais criadas artificialmente. Os ambientes de lojas virtuais podem ser representações realistas de ambientes de lojas que existem na realidade ou ambientes de lojas imaginárias. Além disso, a loja virtual pode ser vista como uma ferramenta intermediária entre a pesquisa tradicional do consumidor (por exemplo , levantamentos baseados em texto, grupos focais ou experiências de laboratório), experiências de campo controladas ( isto é,Em ambientes simulados) e estudos de campo (por exemplo , capturas de vídeo, observações pessoais ou testes de promoção de vendas de produtos) 1 . As aplicações de realidade virtual têm um histórico de pesquisa considerável. Já em 1965, Sutherland 2 descreveu seu conceito de &quot;exibição final&quot;, que inclui um mundo virtual que fornece feedback sano e tátil. Originalmente, a atenção se concentrou principalmente no hardware tecnológico, mas como isso não fornece informações sobre os efeitos dos sistemas de realidade virtual, a atenção mudou para a experiência humana 3 , 4 . O senso de &quot;presença&quot;, de estar no mundo gerado por computador, tornou-se uma chave para as experiências de realidade virtual 5 , 6 . A presença foi definida como a &quot;experiência subjetiva de estar em um ambiente, mesmoQuando um está fisicamente situado em outro &quot; .7 A partir deste ponto de vista, o&quot; senso de presença &quot;pode ​​ser recuperado de um participante e refere-se à medida em que uma pessoa percebe que ele está em um ambiente. Alternativamente, Slater 8 Distinguiu entre os conceitos de presença e imersão, chamado &quot;ilusão de lugar&quot; (PI) e &quot;ilusão de plausibilidade&quot; (Psi). PI se relaciona com a sensação de estar em um lugar real. É avaliado por um conjunto de ações válidas ou Respostas que os participantes podem realizar para mudar suas percepções ou o meio ambiente ( por exemplo, movendo a cabeça eo olho para mudar a direção do olhar ou agarrando algum objeto para movê-lo). PI é alto quando um conjunto semelhante de respostas para mudanças de percepção é requerido no Sistema de realidade virtual em comparação com a resposta esperada em um ambiente físico equivalente. Psi explica o que é percebido na realidade virtual, referindo-se aoIlusão de que realmente está ocorrendo. Um componente vital que pode levar ao Psi é que a realidade virtual forneça a ilusão de que eventos no ambiente virtual sobre o qual um participante não tem controle direto se referem diretamente a ele próprio. Psi pode ser medido através do rastreamento de quaisquer ações ou respostas que as pessoas manifestam em resposta a mudanças na realidade virtual originadas de fora. Por exemplo, se as taxas cardíacas das pessoas aumentam quando vêem um avatar no ambiente virtual, isso pode representar uma reação semelhante ao mundo real. Assim, este sistema de realidade virtual fornece alta Psi. A tecnologia da loja virtual foi introduzida em negócios e acadêmicos para servir vários propósitos. Ele pode ser usado como um auxílio gerencial, por exemplo, para ajudar os gerentes de categorias de empresas no desenvolvimento de um plano de prateleira para seus produtos. As lojas virtuais também têm seu uso em ambientes clínicos, para medir respostas emocionais aos alimentos para pacientes comUm transtorno alimentar 1 ou como uma ferramenta de triagem para comprometimento cognitivo leve 9 . Um uso mais comum de lojas virtuais na pesquisa, no entanto, é avaliar o comportamento do consumidor na loja e as respostas dos consumidores às mudanças no ambiente da loja, como as mudanças de preços 10 , 11 , 12 , diferentes configurações de displays de ponto de venda 13 , Diferentes opções de embalagem 14 , diferentes rótulos nutricionais nas costas dos pacotes de produtos 15 e níveis de estoque 16 . Além disso, a loja virtual atualmente é usada para ajudar a criar e testar intervenções de saúde pública para estimular escolhas alimentares mais saudáveis ​​entre as crianças 17 . Devido aos vários benefícios declarados anteriormente, a tecnologia e o hardware das lojas virtuais estão em rápido desenvolvimento. Portanto, este artigo incidirá sobre o ser humanoExperimente e descreva os elementos essenciais de estudos usando a realidade virtual em geral. Todas as informações essenciais obtidas do sistema de loja virtual atual serão demonstradas. Os sistemas de lojas virtuais atualmente disponíveis podem ser categorizados brevemente como: 1) não imersivos ( por exemplo, desktop), 2) semi-imersivos ( por exemplo, projeção, sistemas CAVE) e 3) totalmente imersivos ( por exemplo, displays montados na cabeça ). Cada sistema provavelmente traz diferentes níveis de imersão, presença, PI e Psi dependendo do sistema de suporte. No entanto, como as medidas de imersão, presença, PI e Psi estão ligadas às contingências sensoriais-sensoriais específicas que cada sistema suporta, uma comparação desses indicadores em diferentes sistemas foi considerada impossível 8 . Nos últimos anos, as lojas virtuais de desktop receberam mais atenção e foram cada vez mais utilizadas na pesquisa. Embora a loja virtual tenha sido considerada como uma promessaNg para a pesquisa de comportamento do consumidor na loja, é necessária experiência em como usar essa loja virtual para garantir a preparação e implementação corretas e corretas de experiências. No entanto, até agora, os estudos relatados que descrevem detalhadamente o procedimento para realizar experimentos em lojas virtuais são muito escassos. Portanto, este trabalho tem como objetivo descrever um protocolo para a realização de pesquisa do consumidor com a loja virtual de desktop, que é de vital importância. Geralmente, a pesquisa com uma loja virtual requer: 1) equipamentos para exibir o ambiente virtual, 2) um programa de editor para permitir que os pesquisadores criem o ambiente virtual, 3) uma representação virtual do objeto estudado ( por exemplo , vários elementos de uma loja e Produtos), 4) uma interface do consumidor para navegar no ambiente virtual e fazer escolhas, 5) procedimentos para executar a coleta de dados em si e 6) um sistema de gerenciamento de dados que facilite o armazenamento e análise de dados. A maioria destesProvavelmente será gerenciado por uma empresa de loja virtual e um programador. Os pesquisadores devem saber: 1) como criar uma loja de varejo para uma experiência em um programa de editor, 2) como executar a coleta de dados com a interface do consumidor e 3) como organizar todas as saídas no programa de gerenciamento de dados e exportar saídas para ser Colocar em um programa estatístico. O artigo atual abordará essas informações fornecendo etapas de protocolo detalhadas para realizar experimentos com a loja virtual de desktop. Além disso, serão discutidas vantagens e limitações do uso da loja virtual na pesquisa do consumidor. O protocolo detalhado descrito neste artigo pode ser usado para ajudar os pesquisadores a iniciar e realizar pesquisas na loja virtual. A loja virtual de desktop usada neste documento requer hardware (por exemplo , computadores pessoais (PC), telas de exibição de cristal líquido (LCD), um navegador espacial tridimensional (3D), um mouse e um teclado) e software ( ou seja, Para projetar uma lojaE comprar como consumidor em uma loja virtual 3D). Este sistema particular foi usado em estudos anteriores 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

As respostas das pessoas aos produtos e / ou ambientes de escolha são cruciais para a compreensão dos comportamentos dos consumidores na loja. Atualmente, existem várias abordagens ( por exemplo, pesquisas ou configurações de laboratório) para estudar comportamentos na loja, mas a validade externa é limitada por sua fraca capacidade de se assemelhar a ambientes de escolha realistas. Além disso, construir uma loja real para atender às condições experimentais, enquanto o controle de efeitos indesejáveis ​​é caro e altamente difícil. Uma loja virtual desenvolvida por técnicas de realidade virtual potencialmente transcende essas limitações, oferecendo a simulação de um ambiente de loja virtual 3D de forma realista, flexível e econômica. Em particular, uma loja virtual permite que os consumidores (participantes) possam experimentar e interagir com objetos em um ambiente bem controlado e realista. Este artigo apresenta os elementos-chave do uso de uma loja virtual de desktop para estudar o comportamento do consumidor na loja. DescrAs etapas do protocolo são as seguintes: 1) construir a loja experimental, 2) preparar o programa de gerenciamento de dados, 3) executar o experimento da loja virtual e 4) organizar e exportar dados do programa de gerenciamento de dados. A loja virtual permite aos participantes navegar pela loja, escolher um produto de alternativas e selecionar ou retornar produtos. Além disso, os comportamentos de compras relacionados ao consumidor ( por exemplo, tempo de compras, velocidade de caminhada e número e tipo de produtos examinados e comprados) também podem ser coletados. O protocolo é ilustrado com um exemplo de uma experiência de layout da loja mostrando que o comprimento da prateleira e a orientação da prateleira influenciam os comportamentos relacionados a compras e movimentos. Isso demonstra que o uso de uma loja virtual facilita o estudo das respostas dos consumidores. A loja virtual pode ser especialmente útil ao examinar fatores que são caros ou difíceis de mudar na vida real ( por exemplo , layout geral da loja), produtos que não estão disponíveis atualmente emO mercado e os comportamentos rotineiros em ambientes familiares.

A loja virtual exibida usando um PC com três telas LCD de 42 polegadas foi aplicada para examinar os efeitos do layout do supermercado no comportamento de compra do consumidor ( por exemplo, tempo total de compras, duração e velocidade do movimento, número total de produtos examinados e número total de Produtos comprados) e experiência de compra percebida. A loja virtual permite ao pesquisador modificar de forma flexível os atributos das prateleiras das lojas ( ou sej...

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Usando uma loja virtual como ferramenta de pesquisa para investigar o comportamento do consumidor na loja | Vídeo

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

Este artigo descreve o uso de uma loja virtual de desktop para criar ambientes de compras virtuais para investigar o comportamento do consumidor na loja. Uma descrição do protocolo para criar e executar experimentos, exemplos de resultados de um experimento relativo ao layout da loja e considerações importantes ao realizar experiências em lojas virtuais.

Usando uma Loja Virtual como Ferramenta de Pesquisa para Investigar o Comportamento do Consumidor na Loja

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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11.3K visualizações.  Wageningen University and Research.  Este artigo descreve o uso de uma loja virtual de desktop para criar ambientes de compras virtuais para investigar o comportamento do consumidor na loja. Uma descrição do protocolo para criar e executar experimentos, exemplos de resultados de um experimento relativo ao layout da loja e considerações importantes ao realizar experiências em lojas virtuais. 

Vídeo: 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.

Investigação por imagem do cérebro os correlatos neurais da Observando Virtual Interações Sociais

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

Neurociência

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.

Uma instalação em rede de realidade Virtual Desktop para ciência de decisão e as experiências de navegação com vários participantes

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.

Atenção Visual dos clientes de spotlighting nos níveis do estoque, da prateleira e da loja com o modelo 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.

Usando um simulador de caminhada de realidade virtual para investigar o comportamento de pedestres

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.

Medindo engajamento dos espectadores dos jogos digitais sociais

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.

Avaliação da Usabilidade da Realidade Aumentada: Um Estudo de Sistemas de Neuro-Informação

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.

A Plataforma de Compras de Realidade Virtual da Clínica Cleveland Imersiva para a Avaliação das Atividades Instrumentais da Vida Diária

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

Engenharia

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.

Eletroencefalográficos, frequência cardíaca e avaliação de resposta galvânica da pele para uma percepção de publicidade estudam: aplicativo para anúncios de anti-tabagismo serviço público

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.