Added value of an autostereoscopic multiview 3-D display for advertising in a public environment (original) (raw)
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P‐15: Presence as an Experiential Metric for 3‐D Display Evaluation
2012
Abstract In this paper, we argue that the experience of presence, ie the sense of “being there” in a mediated environment, provides us with a useful criterion to assess the global experiential impact of immersive and perceptually realistic display and communication media in general, and 3-D displays in particular. Measuring presence in a reliable, valid and robust manner is a considerable challenge to media research and methodology development.
Information Technology & Tourism, 2020
An experimental study was conducted to test the mediating effect of presence on the consumer response to tourism promotion using virtual reality (VR) technology. Hong Kong college students (N = 203) were assigned to three experimental groups in which they were exposed to a hotel advertorial on an online blog, a VR 360° video on a mobile phone, or a VR 360° video using Google Cardboard goggles. The results supported the hypothesis that presence plays a mediating role in the relationship between the use of VR in tourism advertising and consumer response. As one of the first studies in the tourism field to investigate the effects of a virtual depiction of a real-world environment on consumption intentions, the findings reveal how VR technology can be used to promote a hotel by generating a sense of presence. This study makes a further contribution to the VR literature by finding that the use of Cardboard goggles did not produce a significantly greater sense of presence in the experience of advertorial viewers. The theoretical contributions and practical implications of the findings for the use of VR technology in branding and promotion are discussed.
Since the early 90's, three dimensional virtual reality has raised interest as it appeared to allow users to feel immersed in virtual environments. Yet, expensive and cumbersome equipment were required and this technology has never delivered on its promises. In the last two years, affordable head mounted displays, which have very recently, or will very soon be launched on the market, have revived the hope that virtual reality might now really be up for a breakthrough. Although in the early 2000's research in the use of Virtual Reality in teaching or in Marketing, had shown interesting results, no literature could be found on the sense of being there experienced by users of the new head mounted displays. This research aims at looking into the sense of presence perceived by users of these new affordable devices. It observes that all those who participated in this research experienced a high sense of presence for two different types of devices, and that although on average, participants were only moderately inspired in suggesting possible uses of the technology in the future, marketing students were by far, those who were the most creative. These results are encouraging for the use of this technology for both marketing and marketing teaching.
Behaviour & Information Technology
Analysing observer preferences when presenting a product in a rendered scene: 2D vs. autostereoscopic 3D displays This research compares the way the image of a product included within a rendered scene shown on an autostereoscopic 3D display is rated versus the same image shown in a 2D display. The purpose is to understand the observer's preferences and to determine the features that a composition should have to highlight the product and to make its presentation more attractive to observers, thereby helping designers and advertisers who use both displays to prepare images to make them more effective when visually presenting a product. The results show that observers like the images on autostereoscopic 3D displays slightly more than those presented by means of 2D displays. On both displays the product is perceived more quickly when it is larger than the other elements and is shown with greater chromatic contrast, but a composition is seen as more attractive when the chromatic relationship between all the elements is more harmonious.
The Effect of Presence on Consumers\u27 Responses to Virtual Mirror Technology
2017
Virtual mirror, an increasingly popular application of augmented reality (AR), allows consumers to view their visages overlaid with product images on digital displays. This study investigates the effect of presence on consumers\u27 responses to AR- (versus virtual reality (VR-) based virtual mirror technology. Results show that AR-based presentation is more likely to induce presence than VR-based presentation, thereby leading to greater mental imagery, favorable virtual mirror attitude, and stronger purchase intentions. Implications for digital retailers in the fashion industry are discussed
Journal of Interactive Marketing, 2010
This experimental study examines two aspects that influence the effectiveness of a telescopic ad (dedicated advertising location, or DAL) on interactive digital television: the amount of information and the level of interactivity. Two hundred eighty-two respondents were allowed to interact with the DAL as long as they wanted. The results demonstrate that both the amount of information and the level of interactivity have a positive influence on time spent in the DAL. Furthermore, a higher level of interactivity has a positive effect on time spent in the DAL, brand recall, and attitude toward the brand when the amount of information is low but not when the amount of information is high. The amount of information in and of itself has no effect on brand recall and attitude toward the brand.
The role of display technology and individual differences on presence
Proceedings of …, 2010
Originality/Value -- Having a better understanding of the relation between human factors and feelings of presence may facilitate the selection of people that are most likely to benefit from virtual reality applications such as virtual reality exposure therapy (e.g. Krijn et al, 2004). A better understanding of how presence can be optimized on different displays, may also lead to the possibility to use less complex display types (as compared to HMD's or CAVE's) to create virtual reality consumer applications. It also opens the possibility to tailor the virtual reality display to the individual, optimizing presence. Research approach -- First, we investigate the relationships between perceived presence and some human factors, including stereoscopic ability, depth impression, and personality. We describe this experiment here in some detail. Second, we focus on the potential maximum presence that can be obtained for specific devices, for example, by manipulating the size, perspective and viewing distance. Third, we will investigate how monocular depth cues can be used to maximize presence for different display types. Finally, we will look specifically at how presence can be maximized on small hand-held devices, for example by incorporating compensation for display movement. In all our experiments we will focus on public speaking and person-to-avatar communication. Presence is measured in three different ways: 1) through questionnaires, 2) behaviourally, and 3) physiologically. Motivation--Several factors such as the kind of display technology and the level of user interaction have been found to affect presence (e.g., IJsselsteijn et al, 2000). Generally, it had been concluded that the more immersive types of display result in higher levels of presence. However, studies comparing the effect of display technology on presence are mostly based on rendering the same content across different displays. Previous studies have typically not attempted to optimize the content for each display type individually. Furthermore, it has not been considered before that some viewers may not benefit as much as others from higher levels of technology.
Journal of Marketing Development and Competitiveness, 2017
Since almost thirty years, three dimensional virtual reality, which required expensive and cumbersome equipment, has raised interest as it allows users to feel immersed in virtual environments. Recently, affordable head mounted displays have revived the hope that virtual reality might really be up for a breakthrough. This research looks into the sense of presence perceived by users of these new affordable devices. All the participants in this research experienced a high sense of presence for two different devices. Although on average, participants were only moderately inspired in suggesting possible future uses of the technology, marketing students were much more creative.