Building brands through experiential events: when entertainment meets education

Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning. However, its effects are still unclear both at the aggregate and at the individual levels. This paper addresses this topic and presents a field experiment investigating the effects of experiential marketing on brand image in retailing. Two similar consumer electronics stores with different strategies – traditional vs. experiential – constitutes the setting in which a field experiment has been run. Two similar samples of consumers took part in our study by visiting one of these two stores, and answering a questionnaire before and after the visit with the primary goal to investigate the brand image and its changes due to the shopping visit. Brand image was measured as the overall brand attitude – via four items – and five specific desired brand claims that the company wanted to convey to consumers. Findings show that engaged consumers through the multisensory and interactive event arranged in the experiential store register higher levels of both brand attitude and all brand claims than those visiting the traditional store, and that the increase in both the dependent variables after the visit of the experiential store is higher than the increase in the traditional store. Thus, experiential stores are not only able to entertain consumers, but they are also able to educate them, by conveying them a set of brand claims more effectively than the traditional stor

Tangible user interfaces : past, present and future directions

In the last two decades, Tangible User Interfaces (TUIs) have emerged as a new interface type that interlinks the digital and physical worlds. Drawing upon users' knowledge and skills of interaction with the real non-digital world, TUIs show a potential to enhance the way in which people interact with and leverage digital information. However, TUI research is still in its infancy and extensive research is required in or- der to fully understand the implications of tangible user interfaces, to develop technologies that further bridge the digital and the physical, and to guide TUI design with empirical knowledge. This paper examines the existing body of work on Tangible User In- terfaces. We start by sketching the history of tangible user interfaces, examining the intellectual origins of this field. We then present TUIs in a broader context, survey application domains, and review frame- works and taxonomies. We also discuss conceptual foundations of TUIs including perspectives from cognitive sciences, phycology, and philoso- phy. Methods and technologies for designing, building, and evaluating TUIs are also addressed. Finally, we discuss the strengths and limita- tions of TUIs and chart directions for future research

Limits of Kansei – Kansei unlimited

This article discusses momentary limitations of the Kansei Engineering methods. There are for example the focus on the evaluation of colour and form factors, as well as the highly time consuming creation of the questionnaires. To overcome these limits we firstly suggest the integration of word lists from related research fields, like sociology and cognitive psychology on product emotions in the Kansei questionnaires. Thereafter we present a study on the wide range of Kansei attributes treated in an industrial setting. Concept words used by designers are being collected through word maps and categorized into attributes. In a third step we introduce a user-product interaction schema in which the Kansei attributes from the study are positioned. This schema unfolds potential expansion points for future applications of Kansei engineering beyond its current limits

Exploring the Affective Loop

Research in psychology and neurology shows that both body and mind are involved when experiencing emotions (Damasio 1994, Davidson et al. 2003). People are also very physical when they try to communicate their emotions. Somewhere in between beings consciously and unconsciously aware of it ourselves, we produce both verbal and physical signs to make other people understand how we feel. Simultaneously, this production of signs involves us in a stronger personal experience of the emotions we express. Emotions are also communicated in the digital world, but there is little focus on users' personal as well as physical experience of emotions in the available digital media. In order to explore whether and how we can expand existing media, we have designed, implemented and evaluated /eMoto/, a mobile service for sending affective messages to others. With eMoto, we explicitly aim to address both cognitive and physical experiences of human emotions. Through combining affective gestures for input with affective expressions that make use of colors, shapes and animations for the background of messages, the interaction "pulls" the user into an /affective loop/. In this thesis we define what we mean by affective loop and present a user-centered design approach expressed through four design principles inspired by previous work within Human Computer Interaction (HCI) but adjusted to our purposes; /embodiment/ (Dourish 2001) as a means to address how people communicate emotions in real life, /flow/ (Csikszentmihalyi 1990) to reach a state of involvement that goes further than the current context, /ambiguity/ of the designed expressions (Gaver et al. 2003) to allow for open-ended interpretation by the end-users instead of simplistic, one-emotion one-expression pairs and /natural but designed expressions/ to address people's natural couplings between cognitively and physically experienced emotions. We also present results from an end-user study of eMoto that indicates that subjects got both physically and emotionally involved in the interaction and that the designed "openness" and ambiguity of the expressions, was appreciated and understood by our subjects. Through the user study, we identified four potential design problems that have to be tackled in order to achieve an affective loop effect; the extent to which users' /feel in control/ of the interaction, /harmony and coherence/ between cognitive and physical expressions/,/ /timing/ of expressions and feedback in a communicational setting, and effects of users' /personality/ on their emotional expressions and experiences of the interaction

Resonating Experiences of Self and Others enabled by a Tangible Somaesthetic Design

Digitalization is penetrating every aspect of everyday life including a human's heart beating, which can easily be sensed by wearable sensors and displayed for others to see, feel, and potentially "bodily resonate" with. Previous work in studying human interactions and interaction designs with physiological data, such as a heart's pulse rate, have argued that feeding it back to the users may, for example support users' mindfulness and self-awareness during various everyday activities and ultimately support their wellbeing. Inspired by Somaesthetics as a discipline, which focuses on an appreciation of the living body's role in all our experiences, we designed and explored mobile tangible heart beat displays, which enable rich forms of bodily experiencing oneself and others in social proximity. In this paper, we first report on the design process of tangible heart displays and then present results of a field study with 30 pairs of participants. Participants were asked to use the tangible heart displays during watching movies together and report their experience in three different heart display conditions (i.e., displaying their own heart beat, their partner's heart beat, and watching a movie without a heart display). We found, for example that participants reported significant effects in experiencing sensory immersion when they felt their own heart beats compared to the condition without any heart beat display, and that feeling their partner's heart beats resulted in significant effects on social experience. We refer to resonance theory to discuss the results, highlighting the potential of how ubiquitous technology could utilize physiological data to provide resonance in a modern society facing social acceleration.Comment: 18 page

Exploring human-object interaction through force vector measurement

Thesis: S.M., Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2019Cataloged from PDF version of thesis.Includes bibliographical references (pages 101-107).I introduce SCALE, a project aiming to further understand Human-Object Interaction through the real-time analysis of force vector signals, which I have defined as "Force-based Interaction" in this thesis. Force conveys fundamental information in Force-based Interaction, including force intensity, its direction, and object weight - information otherwise difficult to be accessed or inferred from other sensing modalities. To explore the design space of force-based interaction, I have developed the SCALE toolkit, which is composed of modularized 3d-axis force sensors and application APIs. In collaboration with big industry companies, this system has been applied to a variety of application domains and settings, including a retail store, a smart home and a farmers market. In this thesis, I have proposed a base system SCALE, and two additional advanced projects titled KI/OSK and DepthTouch, which build upon the SCALE project.by Takatoshi Yoshida.S.M.S.M. Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Science

Design and semantics of form and movement (DeSForM 2006)

Design and Semantics of Form and Movement (DeSForM) grew from applied research exploring emerging design methods and practices to support new generation product and interface design. The products and interfaces are concerned with: the context of ubiquitous computing and ambient technologies and the need for greater empathy in the pre-programmed behaviour of the ‘machines’ that populate our lives. Such explorative research in the CfDR has been led by Young, supported by Kyffin, Visiting Professor from Philips Design and sponsored by Philips Design over a period of four years (research funding £87k). DeSForM1 was the first of a series of three conferences that enable the presentation and debate of international work within this field: • 1st European conference on Design and Semantics of Form and Movement (DeSForM1), Baltic, Gateshead, 2005, Feijs L., Kyffin S. & Young R.A. eds. • 2nd European conference on Design and Semantics of Form and Movement (DeSForM2), Evoluon, Eindhoven, 2006, Feijs L., Kyffin S. & Young R.A. eds. • 3rd European conference on Design and Semantics of Form and Movement (DeSForM3), New Design School Building, Newcastle, 2007, Feijs L., Kyffin S. & Young R.A. eds. Philips sponsorship of practice-based enquiry led to research by three teams of research students over three years and on-going sponsorship of research through the Northumbria University Design and Innovation Laboratory (nuDIL). Young has been invited on the steering panel of the UK Thinking Digital Conference concerning the latest developments in digital and media technologies. Informed by this research is the work of PhD student Yukie Nakano who examines new technologies in relation to eco-design textiles

Evaluating a tactile and a tangible multi-tablet gamified quiz system for collaborative learning in primary education

[EN] Gamification has been identified as an interesting technique to foster collaboration in educational contexts. However, there are not many approaches that tackle this in primary school learning environments. The most popular technologies in the classroom are still traditional video consoles and desktop computers, which complicate the design of collaborative activities since they are essentially mono-user. The recent popularization of handheld devices such as tablets and smartphones has made it possible to build affordable, scalable, and improvised collaborative gamifled activities by creating a multi-tablet environment. In this paper we present Quizbot, a collaborative gamifled quiz application to practice different subjects, which can be defined by educators beforehand. Two versions of the system are implemented: a tactile for tablets laid on a table, in which all the elements are digital; and a tangible in which the tablets are scattered on the floor and the components are both digital and physical objects. Both versions of Quizbot are evaluated and compared in a study with eighty primary-schooled children in terms of user experience and quality of collaboration supported. Results indicate that both versions of Quizbot are essentially equally fun and easy to use, and can effectively support collaboration, with the tangible version outperforming the other one with respect to make the children reach consensus after a discussion, split and parallelize work, and treat each other with more respect, but also presenting a poorer time management.We would like to thank Universitat Politecnica de Valencia's Summer School for their collaboration during the development of this study, as well as Colegio Internacional Ausias March for their support in the development of educational content.This work is supported by Spanish Ministry of Economy and Competitiveness and funded by the European Development Regional Fund (EDRF-FEDER) with Project TIN2014-60077-R. It is also supported by fellowship ACIF/2014/214 within the VALi+d program from Conselleria d’Educació, Cultura i Esport (Generalitat Valenciana), and by fellowship FPU14/00136 within the FPU program from Spanish Ministry of Education, Culture, and SportGarcía Sanjuan, F.; El Jurdi, S.; Jaén Martínez, FJ.; Nácher-Soler, VE. (2018). Evaluating a tactile and a tangible multi-tablet gamified quiz system for collaborative learning in primary education. Computers & Education. 123:65-84. https://doi.org/10.1016/j.compedu.2018.04.011S658412

The usability attributes and evaluation measurements of mobile media AR (augmented reality)

This research aims to develop a tool for creating user-based design interfaces in mobile augmented reality (MAR) education. To develop a design interface evaluation tool, previous literature was examined for key design elements in the educational usage of MAR. The evaluation criteria identified were presence, affordance, and usability. The research used a focus group interview with 7 AR experts to develop a basic usability evaluation checklist, which was submitted to factor analysis for reliability by 122 experts in practice and academia. Based on this checklist, a MAR usability design interface test was conducted with seven fourth-grade elementary students. Then, it conducted follow-up structured interviews and questionnaires. This resulted in 29 questions being developed for the MAR interface design checklist.ope