Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships

PurposeAvatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Academics and practitioners have increasingly acknowledged the significance of the consumer-brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance to the development of these relationships. Despite the importance of this technology, little attention has been paid to the investigation of the avatar concept from a marketing perspective. This paper explores the nature of the avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of avatar users.Design/methodology/approachAdopting the qualitative design, a taxonomy was developed from interviews. In total, 42 interviews were conducted with current university students. 30 participants participated in the exploratory interviews. A total of 12 interviews were conducted during the in-depth stage based on findings in the preceding research.FindingsBased on the qualitative data analysis, a taxonomy was developed. The idea of the taxonomy is summarized in that different dimensions of the avatar are considered the main base (first phase) of the taxonomy. There are consequential three parts: the attitudinal consequences related to the website; the attitudinal consequences related to the brand; the behaviours towards the brand. These behaviours represent the final phase of the taxonomy.Originality/valueBy developing a taxonomy of using avatars on brands' websites, the authors advance the understanding consumer-brands relationships. Using avatars' verbal interactions helps in shaping consumers' cognitive, affective, attitudinal and behavioural responses and add vital empirical evidence to the increasing body of research and practices involving avatar usage in the interactive marketing area

Avatar Frameworks

Die Fachstudie "Avatar Frameworks" beschäftigt sich mit der Untersuchung existierender und zukünftiger Interaktionskonzepte beim Einsatz von Avataren sowie deren technischer Realisierbarkeit. Zu Beginn geht es um die Erstellung von Avataren und um bestehende Entwicklungskonzepte. Anschließend werden kulturelle Unterschiede sowie Akzeptanzprobleme besprochen. Um mit Avataren kommunizieren zu können, sind Interaktionstechnologien und -methoden erforderlich. Diese werden zusammen mit Spracherkennungstechniken und der Visualisierung von Gefühlen durch Avatare erläutert. Der Hauptteil der Studie konzentriert sich auf die Evaluation bestehender Frameworks. Zuletzt rundet ein Ausblick die Arbeit ab

Conceptualisation and development of the admin-avatar taxonomy : antecedents, attitudinal and behavioural consequences

Academics and practitioners have increasingly acknowledged the significance of the consumer–brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance in the development of the brand–consumer relationship. The literature suggests that strong relationship outcomes depend on successful relationship marketing tactics. Admin-avatar concept is a new concept -firstly emerged in this research- which can be used as a technological and marketing tactic. Admin-avatar can embody consumer-facing employees and mimic their real-life roles on companies’ websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Despite the importance of this technology, very little attention has been paid to the investigation of the admin-avatar concept from a marketing perspective. Following a systematic review of the literature found in 10 major electronic databases and published between 1993 and 2013, significant gaps in literature were identified. Specifically, this research examines the nature of the admin-avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of admin-avatar users.Adopting the mixed methods design, a taxonomy was developed from interviews (qualitative phase) which laid the foundation for the development of the admin-avatar framework. Spiggle’s (1994) framework was adopted for the qualitative data analysis. A conceptual framework was developed and built on the theoretical foundations of reasoned action theory (Fishbein & Ajzen, 1975). The admin-avatar framework was empirically tested through a series of lab-based experiments (quantitative phase). Following a confirmatory factor analysis (CFA) was carried out to purify the scales, determine the dimensionality of the constructs and support their convergent and discriminant validity. The context used for this study was the university admissions admin-avatar. propositions were tested using repeated measures (first experimental deign study), factorial design (second experimental deign study) and serial mediation techniques for both experimental studies. The results mostly support the taxonomy developed from the qualitative phase.This thesis contributes to the new technology in marketing and practice, specifically by: (1) providing a clear and comprehensive definition of the admin-avatar concept, (2) developing a comprehensive taxonomy of admin-avatar that enriches the area of new technology in marketing by the further investigations by applying the taxonomy to other contexts (e.g., schools, banks, retails and other commercial companies), and (3) confirming the notion that the addition of an admin-avatar will transform the consumer attitude towards the website and the brand. Furthermore, the addition of an admin-avatar will prompt consumers to engage in voluntary behaviours such as saying positive things about the organisation/brand (word of mouth) and recommending the brand and its products to other potential consumers (recommendation). In other words, adding the admin-avatar on the brand website will significantly change the attitudes of brand’s consumers. These positive attitudes will encourage consumers to do voluntary behviours for the brand. From a practical perspective, these findings offer practitioners a clearer and richer understanding of the admin-avatar, facilitating appropriate designs for admin-avatar(s). The findings of this research also give practitioners clear insights into the main advantages of the admin-avatar, such as the degree of its convenience (e.g., quickness and effortless), hedonism (excitement) and attractiveness

Emotional recognition in computing

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University 8/4/2010.Emotions are fundamental to human lives and decision-making. Understanding and expression of emotional feeling between people forms an intricate web. This complex interactional phenomena, is a hot topic for research, as new techniques such as brain imaging give us insights about how emotions are tied to human functions. Communication of emotions is mixed with communication of other types of information (such as factual details) and emotions can be consciously or unconsciously displayed. Affective computer systems, using sensors for emotion recognition and able to make emotive responses are under development. The increased potential for emotional interaction with products and services, in many domains, is generating much interest. Emotionally enhanced systems have potential to improve human computer interaction and so to improve how systems are used and what they can deliver. They may also have adverse implications such as creating systems capable of emotional manipulation of users. Affective systems are in their infancy and lack human complexity and capability. This makes it difficult to assess whether human interaction with such systems will actually prove beneficial or desirable to users. By using experimental design, a Wizard of Oz methodology and a game that appeared to respond to the user’s emotional signals with human-like capability, I tested user experience and reactions to a system that appeared affective. To assess users’ behaviour, I developed a novel affective behaviour coding system called ‘affectemes’. I found significant gains in user satisfaction and performance when using an affective system. Those believing the system responded to emotional signals blinked more frequently. If the machine failed to respond to their emotional signals, they increased their efforts to convey emotion, which might be an attempt to ‘repair’ the interaction. This work highlights how very complex and difficult it is to design and evaluate affective systems. I identify many issues for future work, including the unconscious nature of emotions and how they are recognised and displayed with affective systems; issues about the power of emotionally interactive systems and their evaluation; and critical ethical issues. These are important considerations for future design of systems that use emotion recognition in computing.EPSRC project grant (R81374/01

Emotional recognition in computing

Emotions are fundamental to human lives and decision-making. Understanding and expression of emotional feeling between people forms an intricate web. This complex interactional phenomena, is a hot topic for research, as new techniques such as brain imaging give us insights about how emotions are tied to human functions. Communication of emotions is mixed with communication of other types of information (such as factual details) and emotions can be consciously or unconsciously displayed. Affective computer systems, using sensors for emotion recognition and able to make emotive responses are under development. The increased potential for emotional interaction with products and services, in many domains, is generating much interest. Emotionally enhanced systems have potential to improve human computer interaction and so to improve how systems are used and what they can deliver. They may also have adverse implications such as creating systems capable of emotional manipulation of users. Affective systems are in their infancy and lack human complexity and capability. This makes it difficult to assess whether human interaction with such systems will actually prove beneficial or desirable to users. By using experimental design, a Wizard of Oz methodology and a game that appeared to respond to the user's emotional signals with human-like capability, I tested user experience and reactions to a system that appeared affective. To assess users' behaviour, I developed a novel affective behaviour coding system called 'affectemes'. I found significant gains in user satisfaction and performance when using an affective system. Those believing the system responded to emotional signals blinked more frequently. If the machine failed to respond to their emotional signals, they increased their efforts to convey emotion, which might be an attempt to 'repair' the interaction. This work highlights how very complex and difficult it is to design and evaluate affective systems. I identify many issues for future work, including the unconscious nature of emotions and how they are recognised and displayed with affective systems; issues about the power of emotionally interactive systems and their evaluation; and critical ethical issues. These are important considerations for future design of systems that use emotion recognition in computing.EThOS - Electronic Theses Online ServiceEPSRC project grant (R81374/01)GBUnited Kingdo

TelMeA -- Expressive avatars in asynchronous communications

TelMeA is an asynchronous online community system that uses avatars to enact the messages of the users. We present an overview of the system, including the results of a usability study and its effect on the redesign of the system. Furthermore we present an empirical evaluation of the avatar's animations. The animations offer a wide repertoire of expressions along the valence dimension, but additional animations with low arousal should be added. Next we performed a case study of TelMeA in Japan. The members of the community more often used the high arousal and extreme valence animations, but the more subtle animations were still used in 30% of all cases. The less frequent use of subtle expressions could be explained by the fact they are not necessary in an asynchronous communication to negotiate turn taking