Marnix van Gisbergen - Academia.edu (original) (raw)

Papers by Marnix van Gisbergen

World Academy of Science, Engineering and Technology, International Journal of Computer and Information Engineering, 2017

Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, 2016

The purpose of this research was to determine the level of narrative comprehension in films when ... more The purpose of this research was to determine the level of narrative comprehension in films when watched in a virtual reality headset (Oculus Rift). A 360-degree live-action film was created and was shown to participants after which the level of comprehension of various literary aspects as well as the feeling of distraction and enjoyment were measured using questionnaires and interviews. Revealing how increased freedom to view a movie in virtual reality has an effect on storyline understanding, provided a framework to start a discussion on whether and how to utilize virtual reality as a means for storytelling through films.

Go Figure! New Directions in Advertising Rhetoric, 2014

... ads. Conﬁrming the ﬁnding of van Mulken, van Enschot, and Hoeken (2005), the negative relatio... more ... ads. Conﬁrming the ﬁnding of van Mulken, van Enschot, and Hoeken (2005), the negative relation of openness with Aad did not change into a positive relation, but only changed in strength, be-coming less negative. Even when ...

2017 IEEE 3rd Workshop on Everyday Virtual Reality (WEVR), 2017

The interplay between sound and vision is a key determinant of human perception. With the develop... more The interplay between sound and vision is a key determinant of human perception. With the development of Virtual Reality (VR) technologies and their commercial applications, there is emergent need to better understand how audiovisual signals manipulated in virtual environments influence perception and human behaviour. The current study addresses this challenge in simulated VR environments mirroring real life scenarios. In particular, we investigated the parameters that might enhance perception, and thus VR experiences when sound and vision are manipulated. A VR museum was created mimicking a real art gallery featuring Japanese paintings. Participants were exposed to the gallery via Samsung Gear VR, head mounted display, and could freely "walk" in. To half of the participants newly composed music clips were played, during the VR gallery "visit". The other participants were exposed to the same environment, but no music was played (control condition). The results showed that music played altered the way people are engaged in, perceive and experience the VR art gallery. Opposite to our expectation, the VR experience was liked more when no music was played. The naturalness and presence were perceived to be relatively high, and did not differ significantly depending on whether music was played or not. Regression modelling further explored the relationship between the parameters hypothesised to influence the VR experiences. The findings are summarised in a theoretical model. The study outcomes could be implemented to successfully develop efficient VR applications for art and entertainment.

The following full text is a publisher's version. For additional information about this publ... more The following full text is a publisher's version. For additional information about this publication click this link.

Augmented Reality and Virtual Reality, 2019

This study addresses the question how realistic Virtual Worlds should be designed in order to cre... more This study addresses the question how realistic Virtual Worlds should be designed in order to create engaging experiences and stimulate ‘natural’ behaviour. Creating high realistic worlds is time consuming and expensive and it is unclear whether it is always needed. With the aim of gaining insights about questions related to presence and realism, an experiment involving 72 participants was set up upon a Virtual Reality cycling apparatus in which different levels of realism were created. Users were observed and evaluated regarding their experience (engagement, presence, naturalness and negative effects), awareness of realism and behaviour. The results indicate that, despite that differences in realism were observed, differences in realism do not have an effect on experience and behaviour. There seem other variables involved that can affect the whole experience in an enough intensity to obliterate the effects of a better sense of presence and realism. In addition, an increase in a perceived higher level of realism seems to be depended on a congruent increase of different elements within the virtual world. Merely increasing the level of realism of one element does not alter levels of perceived realism of users.

Augmented Reality and Virtual Reality, 2021

Ethical Dilemmas in the Creative, Cultural and Service Industries, 2019

This work investigates the connection among optical aspects of photographic composition and the q... more This work investigates the connection among optical aspects of photographic composition and the quality, perception and interpretation of the level of realism of images. Therefore, to investigate this connection, an experiment was carried out in two steps: The first step consisted of performing analyzes of the optical or photographic contrasts of previously selected images. The second step was the elaboration of a questionnaire with 19 images selected in the first step, aiming to collect data about the perception and opinion of the users. Finally, the objective data from the first step was crossed with the subjective data from the second. The conclusion indicates evidence of the connection or convergence between images that obey the principles of photographic composition that are perceived as having better realism by the users. It is plausible to consider the importance of photo-graphic theory to image design for the users perceive the images as more realistic.

This paper provides a comparative study between problems caused by cybersickness with users in vi... more This paper provides a comparative study between problems caused by cybersickness with users in virtual environments, and the studies on the influence of the optical aspects of the image via its levels of contrasts in the quality of the user experience in virtual environments. This article was organized in two parts, the first consists of surveying the results obtained in each research and the second has the objective of crossing these data and verifying the level of relationship between research on cybersickness and studies on the influence of optical aspects quality of the user experience. The results indicate relevant connection with the results of studies on cybersickness. With that, we conclude that in future research researchers can produce much more relevant results in the solution of persistent problems from the negative experience with virtual device

The current study investigated the relationship between the point-of-view (POV) of a 360-degree f... more The current study investigated the relationship between the point-of-view (POV) of a 360-degree film for Head Mounted Displays and the level of presence and enjoyment. We created two conditions with a 360-degree movie, with different POVs (actor and observer). Participants from the actor condition scored significantly higher on Spatial Presence compared to participants from the observer condition. However, the expected differences in enjoyment and other subscales of presence between the two conditions were not found. Finally, we provide a recommendation on what POV (actor or observer) is the most presence and enjoyment enhancing.

Tijdschrift voor Communicatiewetenschap, 2011

I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Locatio... more I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket Advertisers are looking for new ways to deal with ad avoidance. Location Based Advertising (LBA) increasingly presents itself as a feasible solution. LBA serves customers context-congruent ads on their mobile device based on its location. Although LBA has captured the attention of academics, there is very little in situ data regarding the effectiveness of LBA due to practical and methodical complications. In this study we present a solution: we reconstruct the user experience of LBA using a virtual reality setup. We study the perceived ad intrusiveness of context-(in)congruent mobile advertisements within a virtual supermarket by conducting a between-subjects experiment among Dutch citizens (n=53...

Augmented Reality and Virtual Reality, 2020

The aim of this study was to gain better insight into the effects of high and low avatar- owner r... more The aim of this study was to gain better insight into the effects of high and low avatar- owner resemblance on spatial presence, engagement, naturalness and negative effects regarding the user experience in an immersive virtual environment. Participants, between 18 and 32 years old, needed to walk on a 60 m high broken pathway in either a condition in which the shoes in VR matched the shoes they were wearing in reality (high resemblance condition) or not (seeing only generic shoes in a low resemblance condition). The results showed no differences between the conditions, despite that participants within the high avatar- owner resemblance perceived a higher similarity between themselves and their digitally displayed shoes and all liked to customize their shoes in VR. This results indicates that it is not a requirement to develop high avatar-owner resemblance in highly immersive virtual environments in which extreme situations are presented which trigger psychological arousal such as stress.

Computers in Human Behavior, 2021

The popularity of Electronic Sports (esports) have grown tremendously in the last few years, beco... more The popularity of Electronic Sports (esports) have grown tremendously in the last few years, becoming one of the most popular forms of digital entertainment. Despite continued growth, definitions and classifications of esports remain elusive, and the industry is still considered by many to be in its infancy. Understanding of esports originate from diverse, sometimes conflicting fields, which has created fragmented interpretations of its definition, positioning and core components. This has hindered esports from embracing opportunities afforded by emerging digital technologies and progressing as a distinct field. The purpose of this conceptual paper is threefold, to redefine esports, propose a unified framework to capitalise on esports business potential, and inspire a more structured future esports research agenda. The proposed esports Matrix, presents four distinct realms that distinguish esports; esports as a representation of current physical sports (sports digitalisation), esports as traditional (multi-player) game experience (competitive multiplayer computer games), esports that modify existing sports, player rules and setups through digital augmentations (digitally enhanced sports), and new types of esports involving emerging technologies such as virtual and augmented reality (immersive reality sports). The esports Matrix was developed incorporating industry expertise thus verifying its suitability and relevance to advance conceptual and empirical understanding, and importantly, facilitating a more structured approach, to enable businesses to realise the potential of esports.

Journal of Business Research, 2018

Smartphone apps allow retailers to track the location of their customers and provide the opportun... more Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.

Frontiers in Psychology, 2019

Memory forms the input for future behavior. Therefore, how individuals remember a certain experie... more Memory forms the input for future behavior. Therefore, how individuals remember a certain experience may be just as important as the experience itself. The peak-and-endrule (PE-rule) postulates that remembered experiences are best predicted by the peak emotional valence and the emotional valence at the end of an experience in the here and now. The PE-rule, however, has mostly been assessed in experimental paradigms that induce relatively simple, one-dimensional experiences (e.g., experienced pain in a clinical setting). This hampers generalizations of the PE-rule to the experiences in everyday life. This paper evaluates the generalizability of the PE-rule to more complex and heterogeneous experiences by examining the PE-rule in a virtual reality (VR) experience, as VR combines improved ecological validity with rigorous experimental control. Findings indicate that for more complex and heterogeneous experiences, peak and end emotional valence are inferior to other measures (such as averaged valence and arousal ratings over the entire experiential episode) in predicting remembered experience. These findings suggest that the PE-rule cannot be generalized to ecologically more valid experiential episodes.

Journal of Visual Literacy, 2012

Abstract In recent decades magazine advertisers have used an increasing number of highly visual o... more Abstract In recent decades magazine advertisers have used an increasing number of highly visual open ads. Open ads do not guide consumers toward a specific interpretation as traditional ads do. An experiment was carried out to establish the effects of openness on interpretation. As expected, openness was found to have an overall negative effect on interpretation because more consumers were unable to interpret open ads and were not able to create their intended interpretation. Contrary to our expectations, however, we did not establish a higher number of alternative interpretations for open ads.

Cyberpsychology, Behavior, and Social Networking, 2017

With this article, we aim to increase our understanding of how mobile virtual reality exposure th... more With this article, we aim to increase our understanding of how mobile virtual reality exposure therapy (VRET) can help reduce speaking anxiety. Using the results of a longitudinal study, we examined the effect of a new VRET strategy (Public Speech Trainer, PST), that incorporates 360° live recorded VR environments, on the reduction of public speaking anxiety. The PST was developed as a 360° smartphone application for a VR head-mounted device that participants could use at home. Realistic anxiety experiences were created by means of live 360° video recordings of a lecture hall containing three training sessions based on graded exposure framework; empty classroom (a) and with a small (b) and large audience (c). Thirty-five students participated in all sessions using PST. Anxiety levels were measured before and after each session over a period of 4 weeks. As expected, speaking anxiety significantly decreased after the completion of all PST sessions, and the decrement was the strongest in participants with initially high speaking anxiety baseline levels. Results also revealed that participants with moderate and high speaking anxiety baseline level differ in the anxiety state pattern over time. Conclusively and in line with habituation theory, the results supported the notion that VRET is more effective when aimed at reducing high-state anxiety levels. Further implications for future research and improvement of current VRET strategies are discussed.

Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video, 2016

Viewers more frequently watch television content whenever they want, using devices they prefer, w... more Viewers more frequently watch television content whenever they want, using devices they prefer, which stimulated "Binge-watching" (consecutive viewing of television programs). Although binge-watching and health concerns have been studied before, the context in which binge-watching takes place and possibilities to use context to optimize binge-watching behavior have not. An in-situ, smartphone monitoring survey among Dutch binge-watchers was used to reveal context factors related to binge-watching and wellbeing. Results indicate that binge-watching is a solitary activity that occurs in an online socially active context. The amount of time spent binge-watching (number of episodes) correlates with the amount of free time and plays an important role in the effect of binge-watching on emotional wellbeing. Considering the difficulty viewers have to create an optimal viewing experience, these context factors are used as a framework to be able to design and promote a recommendation tool for TV streaming services to create a more optimal binge-watching experience.