Proceedings Article•
Virtual Reality in Marketing: Technological and Psychological immersion
TL;DR: A systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers.
Abstract: The use of virtual reality (VR) in Marketing research and practice is blooming, which suggests that Marketing can largely benefit from VR applications. In multidisciplinary applications of technology, it is important to organize the results of current studies and to define the terminology to subsidize future studies. To date, there is no literature review regarding the use of VR in all marketing applications. This paper aims to leverage future studies and practices by presenting a systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers. From over 630 papers retrieved, 59 papers were reviewed. The findings were analyzed and discussed according to the technological and psychological immersion perspectives and marketing applications. Consumer learning was the most frequent topic investigated. Most studies reported positive outcomes. Gaps and limitations were identified, and future works were suggested.
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Dissertation•
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01 Jan 2014
TL;DR: This thesis explores flat displays, deformable displays, flexible materials, static, and mobile projection displays in dynamic environments, and serves as an example application for merging the digital and the physical through flexible Materials, embodied computation, and actuation.
Abstract: In 1965 Ivan E. Sutherland envisioned the Ultimate Display, a room in which a computer can directly control the existence of matter.
This type of display would merge the digital and the physical world, dramatically changing how people interact with computers.
This thesis explores flat displays, deformable displays, flexible materials, static, and mobile projection displays in dynamic environments.
%Dynamic environments are inherent to human behavior, but pose big problems to Human-Computer Interaction since computing devices rely on many assumptions of the interaction.
Two aspects of the dynamic environment are considered. One is mobile human nature -- a person moving through or inside an environment. The other is the change or movement of the environment itself.
The initial study consisted of a mixed reality application, based on recent motor learning research. It tested if a performer's attentional focus on markers external to the body improves the accuracy and duration of acquiring a motor skill, as compared with the performer focusing on their own body accompanied by verbal instructions. This experiment showed the need for displays that resemble physical reality.
Deformable displays and Organic User Interfaces (OUIs) leverage shape, material, and the inherent properties of matter in order to create natural, intuitive forms of interaction. We suggested designing OUIs employing depth sensors as 3D input, deformable displays as 3D output, and identifying attributes that couple matter to human perception and motor skills.
Flexible materials were explored by developing a soft gripper able to hold everyday objects of various shapes and sizes. It did not use complex hardware or control algorithms, but rather combined sheets of flexible plastic materials and a single servo motor.
The gripper showed how a simple design with a minimal control mechanism can solve a complex problem in a dynamic environment.
It serves as an example application for merging the digital and the physical through flexible materials, embodied computation, and actuation.
The next two experiments merge digital information with the physical dynamic environment by using mobile and static projectors.
The mobile projector experiment consisted of GPS navigation using a bike-mounted projector, displaying a map on the pavement in front of the bike. We found out that if compared with a bike-mounted smartphone, the mobile projector yields a lower cognitive load for the map navigation task.
A dynamic space emerges from the navigation task requirements, and the projected display becomes a part of the physical environment.
In the final experiment, a person interacts with a changing, growing environment, on which digital information is projected from above using a static projector. The interactive space consists of cardboard building blocks, the arrangement of which are limited by the area of projection. The user adds cardboard blocks to the cluster based upon feedback projected from above.
Concepts from artificial intelligence and architecture were applied for understanding the interaction between the environment, the user, the morphology, and the material of the physical building system.
319 citations
TL;DR: This study systematically reviewed a body of 72 research papers that investigated the application of VR in shopping and assessed the effects of VR and related stimuli on consumer psychology and behavior in the context of shopping.
68 citations
Cites background from "Virtual Reality in Marketing: Techn..."
...It is evident that VR technology is shaping consumer-tobusiness relationships (Muller Queiroz et al., 2018), and therefore creating huge market value in the retail and marketing sectors (ABI research, 2018)....
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23 Jun 2019
TL;DR: This review identified scarcity of studies focusing conceptual knowledge assessment, few studies using qualitative assessments as well as paucity of artificial intelligence methods applied in learning assessments.
Abstract: The purpose of this systematic literature review is to give a state-of-the-art overview of how learning assessments have been used in studies using Immersive Virtual Environment (IVE) and its applications in education. Forty-six studies were reviewed and categorized according to: type of knowledge, technological immersion, skills learned, context, techniques, processes and methods of assessment. This review identified scarcity of studies focusing conceptual knowledge assessment, few studies using qualitative assessments as well as paucity of artificial intelligence methods applied in learning assessments. Research gaps are discussed and future studies on the use of IVE in education are suggested.
7 citations
Proceedings Article•
01 Jan 20172 citations
23 Sep 2020
TL;DR: In this paper, the authors give an overview of how virtual reality literature and related sources describe the notion of immersion, its sub-types and similar terms, and bring up the possibility of using alternative terms: "immersedness" for the immersion concept of the first school, and, for that of the second school, "immersingness" when referring to the act of immersing the user.
Abstract: The paper gives an overview of how virtual reality (VR) literature and related sources describe the notion of immersion, its sub-types and similar terms. There are two main schools giving definitions for immersion in VR, and their definitions are quite different. One school, associated with B. Witmer and M. Singer, regards immersion as a psychological state of the user. The other school, based on the works of M. Slater, sees immersion as an objective characteristic of a VR system. Some authors call the first type of immersion “psychological immersion” and the second type “technological immersion”. The authors of the present paper bring up the possibility of using alternative terms: “immersedness” for the immersion concept of the first school, and, for that of the second school, “immersingness” (denoting the actively immersing quality of the system) and “immersing” when referring to the act of immersing the user. The term “immersedness” is unambiguous, contrary to the term “psychological immersion” which could also mean a system characteristic when the system is created with the ability to try to manipulate the user with psychological means.
2 citations
References
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Journal Article•
TL;DR: A review of prior, relevant literature is an essential feature of any academic project that facilitates theory development, closes areas where a plethora of research exists, and uncovers areas where research is needed.
Abstract: A review of prior, relevant literature is an essential feature of any academic project. An effective review creates a firm foundation for advancing knowledge. It facilitates theory development, closes areas where a plethora of research exists, and uncovers areas where research is needed.
6,406 citations
"Virtual Reality in Marketing: Techn..." refers background in this paper
...…follows a clear protocol (Clark et al. 2017) and allows for the synthesis of evidence regarding the benefits and limitations of technologies, identification of gaps and provides a structure for future studies (Booth et al. 2016; Jones and Gatrell 2014; Kitchenham 2004; Webster and Watson 2002)....
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...Considering that the major contributions are likely to be in the leading journals (Webster and Watson 2002), we searched the journals that were part of the first quartile in the Scimago Journal and Country Rank (Scimago Lab 2017), including the Association for Information Systems (AIS) senior scholar’s journal basket (Lowry et al....
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...Since it is an interdisciplinary topic, the Journals’ fields considered in the search went beyond the IS discipline (Webster and Watson 2002) and included Marketing, Management and Information Systems, Computer Graphics and Computer-Aided Design, Computer Science (Miscellaneous), and HCI (Human-Computer Interaction)....
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...2017) and allows for the synthesis of evidence regarding the benefits and limitations of technologies, identification of gaps and provides a structure for future studies (Booth et al. 2016; Jones and Gatrell 2014; Kitchenham 2004; Webster and Watson 2002)....
[...]
...Considering that the major contributions are likely to be in the leading journals (Webster and Watson 2002), we searched the journals that were part of the first quartile in the Scimago Journal and Country Rank (Scimago Lab 2017), including the Association for Information Systems (AIS) senior…...
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Journal Article•
TL;DR: Paul Milgram's research interests include display and control issues in telerobotics and virtual environments, stereoscopic video and computer graphics, cognitive engineering, and human factors issues in medicine.
Abstract: Paul Milgram received the BASc degree from the University of Toronto in 1970, the MSEE degree from the Technion (Israel) in 1973 and the PhD degree from the University of Toronto in 1980 From 1980 to 1982 he was a ZWO Visiting Scientist and a NATO Postdoctoral in the Netherlands, researching automobile driving behaviour From 1982 to 1984 he was a Senior Research Engineer in Human Engineering at the National Aerospace Laboratory (NLR) in Amsterdam, where his work involved the modelling of aircraft flight crew activity, advanced display concepts and control loops with human operators in space teleoperation Since 1986 he has worked at the Industrial Engineering Department of the University of Toronto, where he is currently an Associate Professor and Coordinator of the Human Factors Engineering group He is also cross appointed to the Department of Psychology In 1993-94 he was an invited researcher at the ATR Communication Systems Research Laboratories, in Kyoto, Japan His research interests include display and control issues in telerobotics and virtual environments, stereoscopic video and computer graphics, cognitive engineering, and human factors issues in medicine He is also President of Translucent Technologies, a company which produces "Plato" liquid crystal visual occlusion spectacles (of which he is the inventor), for visual and psychomotor research
4,092 citations
"Virtual Reality in Marketing: Techn..." refers background in this paper
...Hence, from the user’s side, VR is different (Azuma et al. 2001) from other derived forms of altering a real environment instead of replacing it (Biocca and Delaney 1995; Milgram and Kishino 1994)....
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...Milgram and Kishino propose a continuum (Milgram and Kishino 1994) to represent a whole gradient of possibilities in merging the real and virtual (Fig....
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TL;DR: In this paper, the authors organize the product development literature into three streams of research: product development as rational plan, communication web, and disciplined problem solving, and synthesize research findings into a model of factors affecting the success of product development.
Abstract: The literature on product development continues to grow. This research is varied and vibrant, yet large and fragmented. In this article we first organize the burgeoning product-development literature into three streams of research: product development as rational plan, communication web, and disciplined problem solving. Second, we synthesize research findings into a model of factors affecting the success of product development. This model highlights the distinction between process performance and product effectiveness and the importance of agents, including team members, project leaders, senior management, customers, and suppliers, whose behavior affects these outcomes. Third, we indicate potential paths for future research based on the concepts and links that are missing or not well defined in the model.
3,824 citations
"Virtual Reality in Marketing: Techn..." refers background in this paper
...In the process of creation, the interest in virtually simulating product development and thereby reducing costs in this process has existed for a few decades (Brown and Eisenhardt 1995; Ottosson 2002)....
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Book•
01 Jun 1995
TL;DR: This paper attempts to cast a new, variable-based definition of virtual reality that can be used to classify virtual reality in relation to other media, based on concepts of "presence" and "telepresence".
Abstract: Virtual reality (VR) is typically defined in terms of technological hardware. This paper attempts to cast a new, variable-based definition of virtual reality that can be used to classify virtual reality in relation to other media. The defintion of virtual reality is based on concepts of “presence” and “telepresence,” which refer to the sense of being in an environment, generated by natural or mediated means, respectively. Two technological dimensions that contribute to telepresence, vividness and interactivity, are discussed. A variety of media are classified according to these dimensions. Suggestions are made for the application of the new definition of virtual reality within the field of communication research.
3,725 citations