Using virtual reality and mood-induction procedures to test products with consumers of ceramic tiles

This work describes a Virtual Reality Environment (VRE), through which users are able to view and test ceramic tile products. Users’ virtual interfacing with the products generated emotional experiences that allowed them to feel “engaged” with the products. Users could choose between different kinds of products and test them out in order to know how they would look in a real-world context. In the VRE several mood-induction Procedures for inducing relaxation were included. The VRE was tested with respect to its ability to induce relaxation and sense of presence in 26 participants. It was also analyzed the level of satisfaction. Measures included the Visual Analogue Scale, the Self-Assessment Manikin, the Presence Self-Assessment Manikin, and a Satisfaction Scale. The results showed that the VRE was effective among participants in inducing relaxation and high sense of presence. In addition, participants’ satisfaction with the experience in the VRE was high. The VRE thus could be a useful tool for showing and testing products and for evoking a positive emotional association while users are interacting

Virtual reality and stimulation of touch and smell for inducing relaxation: A randomized controlled trial

The aim of this study was to test the efficacy of a mood-induction procedure in a Virtual Reality (VR-MIP) environment for inducing relaxation and generating sense of presence, and to test whether the stimulation of the senses of touch and smell improves the efficacy of this VR-MIP. A controlled study was carried out with four experimental conditions. All of them included the VR-MIP to induce relaxation, but varying the senses stimulated. The sample consisted of 136 participants randomly assigned to one of the four experimental conditions. Emotions and sense of presence were evaluated. The results showed statistical differences before and after mood-induction and a high sense of presence in all groups. However, no statistical differences were found among the four groups on emotions and sense of presence. The results showed that the VR-MIP was effective; however, the stimulation of the senses of touch and smell did not show significate improve of the mood-induction or the sense of presence. It was identified a trend in favor of the groups where the sense of touch was stimulated, they seemed more relaxed and the sense of presence was higher. We hypothesized that the stimulation of sense of touch, could improve the efficacy when using VR-MIP because it provides more sensory information.This work was funded by the 4Senses project (PSE-020400-2007-1) and the Consolider project (SEJ2006-14301/PSIC) of the Ministry of Science and Innovation in Spain (Ministerio de Ciencia e Innovación de España)

The implicit preference evaluation for the ceramic tiles with different visual features: Evidence from an event-related potential study

BackgroundCeramic tiles are popular because of their various forms, and they are often used to decorate the environment. However, few studies have applied objective methods to explore the implicit preference and visual attention of people toward ceramic tile features. Using event-related potential technology can provide neurophysiological evidence for the study and applications of tiles.Materials and methodsThis study explored the influence of pattern, lightness, and color system factors of ceramic tiles on the preferences of people using a combination of subjective questionnaires and event-related potential (ERP) technology. Twelve different conditions of tiles (2 × 3 × 2) were used as stimuli. EEG data were collected from 20 participants while they watched the stimuli. Subjective preference scores and average ERPs were analyzed using analysis of variance and correlation analysis.Results(1) Pattern, lightness, and color system factors significantly affected the subjective preference scores for tiles; the unpatterned tiles, light-toned tiles, and warm-colored tiles received higher preference scores. (2) The preferences of people for different features of tiles moderated ERP amplitudes. (3) The light-toned tiles with a high preference score caused a greater N100 amplitude than the medium-toned and dark-toned tiles; and the patterned tiles and warm-colored tiles with low preference scores induced greater P200 and N200 amplitudes.DiscussionIn the early stage of visual processing, light-toned tiles attracted more attention, possibly because of the positive emotional effects related to the preference. The greater P200 and N200 elicited by the patterned and neutral-colored tiles in the middle stage of visual processing indicates that patterned and neutral-colored tiles attracted more attention. This may be due to negativity bias, where more attention is allocated to negative stimuli that people strongly dislike. From the perspective of cognitive processes, the results indicate that the lightness of ceramic tiles is the factor that people first detect, and the visual processing of pattern and color system factors of ceramic tiles belong to a higher level of visual processing. This study provides a new perspective and relevant information for assessing the visual characteristics of tiles for environmental designers and marketers involved in the ceramic tiles industry

Forefront users\u2019 experience evaluation by employing together virtual reality and electroencephalography: A case study on cognitive effects of scents

Scents have the ability to affect peoples\u2019 mental states and task performance with to different extents. It has been widely demonstrated that the lemon scent, included in most all-purpose cleaners, elicits stimulation and activation, while the lavender scent elicits relaxation and sedative effects. The present study aimed at investigating and fostering a novel approach to evaluate users\u2019 experience with respect to scents\u2019 effects through the joint employment of Virtual Reality and users\u2019 neurophysiological monitoring, in particular Electroencephalography. In particular, this study, involving 42 participants, aimed to compare the effects of lemon and lavender scents on the deployment of cognitive resources during a daily life experience consisting in a train journey carried out in virtual reality. Our findings showed a significant higher request of cognitive resources during the processing of an informative message for subjects exposed to the lavender scent with respect to the lemon exposure. No differences were found between lemon and lavender conditions on the self\u2010reported items of pleasantness and involvement; as this study demonstrated, the employment of the lavender scent preserves the quality of the customer experience to the same extent as the more widely used lemon scent

Using Combined Bipolar Semantic Scales and Eye-Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles

Three-dimensional virtual representations of consumer products are expected to gain relevance in e-commerce applications as low cost virtual reality headsets arrive on the market in the next years. However, there are a limited number of studies related to the perceptual evaluation of virtual products and their packaging where virtual and real (photographic) representations are compared. As part of an extensive exploration toward understanding product perception in virtual stores, this work presents a study with 38 participants in which consumer perceptions of a photographic and a virtual representation of a beer bottle are examined. Perceptual evaluation is assessed using two metrics: first, an evaluation was performed by applying a bipolar semantic scale based on four axes: novelty, resolution, style and emotion. Second, eye-tracking metrics were employed to analyse participant gaze behaviour during the visualization of stimuli. Virtual bottles were modelled using a medium polygonal load (5K polygons per bottle), and render quality was also medium to intentionally recreate the computing limitations of smartphone-based virtual reality headsets. Results show that a medium render quality alters consumer perception and responses using semantic scales. Eye-tracking analysis confirms that the orientation of the bottle and how it is presented also affect consumer perception. While some orientations result in similar eye-tracking metrics, others show different results.This work was partially funded by the research programme of 'Catedra Heineken Espana S.A.-UPV' at Universitat Politecnica de Valencia.Rojas, J.; Contero, M.; Bartomeu, N.; Guixeres Provinciale, J. (2015). Using Combined Bipolar Semantic Scales and Eye-Tracking Metrics to Compare Consumer Perception of Real and Virtual Bottles. Packaging Technology and Science. 28(12):1047-1056. doi:10.1002/pts.2178S104710562812Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422. doi:10.1108/10610420110410531Reutskaja, E., Nagel, R., Camerer, C. F., & Rangel, A. (2011). Search Dynamics in Consumer Choice under Time Pressure: An Eye-Tracking Study. American Economic Review, 101(2), 900-926. doi:10.1257/aer.101.2.900Moskowitz, H. R., Reisner, M., Lawlor, J. B., & Deliza, R. (2009). Packaging Research in Food Product Design and Development. doi:10.1002/9781444319330Chatterjee, A. (2011). Neuroaesthetics: A Coming of Age Story. Journal of Cognitive Neuroscience, 23(1), 53-62. doi:10.1162/jocn.2010.21457Waterlander, W. E., Scarpa, M., Lentz, D., & Steenhuis, I. H. (2011). The virtual supermarket: An innovative research tool to study consumer food purchasing behaviour. BMC Public Health, 11(1). doi:10.1186/1471-2458-11-589Pieters, R., & Warlop, L. (1999). Visual attention during brand choice: The impact of time pressure and task motivation. International Journal of Research in Marketing, 16(1), 1-16. doi:10.1016/s0167-8116(98)00022-6Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441. doi:10.1016/j.jcps.2010.06.009Hoffman, J. E., & Subramaniam, B. (1995). The role of visual attention in saccadic eye movements. Perception & Psychophysics, 57(6), 787-795. doi:10.3758/bf03206794Piqueras-Fiszman, B., Velasco, C., Salgado-Montejo, A., & Spence, C. (2013). Using combined eye tracking and word association in order to assess novel packaging solutions: A case study involving jam jars. Food Quality and Preference, 28(1), 328-338. doi:10.1016/j.foodqual.2012.10.006Djamasbi, S., Siegel, M., & Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68(5), 307-323. doi:10.1016/j.ijhcs.2009.12.006TE Kessels, L., & AC Ruiter, R. (2012). Eye movement responses to health messages on cigarette packages. BMC Public Health, 12(1). doi:10.1186/1471-2458-12-352Serrano, B., Botella, C., Baños, R. M., & Alcañiz, M. (2013). Using virtual reality and mood-induction procedures to test products with consumers of ceramic tiles. Computers in Human Behavior, 29(3), 648-653. doi:10.1016/j.chb.2012.10.024Söderman, M. (2005). Virtual reality in product evaluations with potential customers: An exploratory study comparing virtual reality with conventional product representations. Journal of Engineering Design, 16(3), 311-328. doi:10.1080/09544820500128967Artacho-Ramírez, M. A., Diego-Mas, J. A., & Alcaide-Marzal, J. (2008). Influence of the mode of graphical representation on the perception of product aesthetic and emotional features: An exploratory study. International Journal of Industrial Ergonomics, 38(11-12), 942-952. doi:10.1016/j.ergon.2008.02.020Park, H., Son, J.-S., & Lee, K.-H. (2008). Design evaluation of digital consumer products using virtual reality-based functional behaviour simulation. Journal of Engineering Design, 19(4), 359-375. doi:10.1080/09544820701474129Ledoux, T., Nguyen, A. S., Bakos-Block, C., & Bordnick, P. (2013). Using virtual reality to study food cravings. Appetite, 71, 396-402. doi:10.1016/j.appet.2013.09.006Gomes, T., Hurley, R. A., Duchowski, A., Darby, D., & Ouzts, A. (2014). The Effect of Full Body Versus Partial Body Graphic Labelling on Beverage Packaging. Packaging Technology and Science, 27(12), 933-943. doi:10.1002/pts.207

Forefront users’ experience evaluation by employing together virtual reality and electroencephalography: a case study on cognitive effects of scents

Scents have the ability to affect peoples’ mental states and task performance with to different extents. It has been widely demonstrated that the lemon scent, included in most all-purpose cleaners, elicits stimulation and activation, while the lavender scent elicits relaxation and sedative effects. The present study aimed at investigating and fostering a novel approach to evaluate users’ experience with respect to scents’ effects through the joint employment of Virtual Reality and users’ neurophysiological monitoring, in particular Electroencephalography. In particular, this study, involving 42 participants, aimed to compare the effects of lemon and lavender scents on the deployment of cognitive resources during a daily life experience consisting in a train journey carried out in virtual reality. Our findings showed a significant higher request of cognitive resources during the processing of an informative message for subjects exposed to the lavender scent with respect to the lemon exposure. No differences were found between lemon and lavender conditions on the self-reported items of pleasantness and involvement; as this study demonstrated, the employment of the lavender scent preserves the quality of the customer experience to the same extent as the more widely used lemon scent

Together alone: an exploration of the virtual event experience

After 50 years in development, virtual reality (VR) has now become commercially available to consumers. The events industry has started to adopt this transformational technology, by implementing it into live events, or using it as an alternative method for providing event experiences. However, little research attempts to compare real to virtual event experiences to understand perceived user benefits and drawbacks. Using Uses and Gratifications (UG) Theory, this study aims to understand the possible user benefits provided from virtual event experiences. A process was designed that incorporated the viewing of a VR experience that was similar to an event previously attended by respondents. They were then interviewed and performed a Product Reaction Card exercise to compare their experiences. Analysis of the data suggests that current 360 VR technology can be used to extend the experiencescape but not replace live events. Respondents indicate that VR provides emotional gratifications that may build positive associations with event organizations and brands. However, VR in its current form does not provide the social and sensory gratifications of live events. VR can therefore be used to deepen relationships with existing participants or encourage future participation at events