IMPACT OF GEOLOCATION DATA ON AUGMENTED REALITY USABILITY: A COMPARATIVE USER TEST

While the use of location-based augmented reality (AR) for education has demonstrated benefits on participants’ motivation, engagement, and on their physical activity, geolocation data inaccuracy causes augmented objects to jitter or drift, which is a factor in downgrading user experience. We developed a free and open source web AR application and conducted a comparative user test (n = 54) in order to assess the impact of geolocation data on usability, exploration, and focus. A control group explored biodiversity in nature using the system in combination with embedded GNSS data, and an experimental group used an external module for RTK data. During the test, eye tracking data, geolocated traces, and in-app user-triggered events were recorded. Participants answered usability questionnaires (SUS, UEQ, HARUS).We found that the geolocation data the RTK group was exposed to was less accurate in average than that of the control group. The RTK group reported lower usability scores on all scales, of which 5 out of 9 were significant, indicating that inaccurate data negatively predicts usability. The GNSS group walked more than the RTK group, indicating a partial effect on exploration. We found no significant effect on interaction time with the screen, indicating no specific relation between data accuracy and focus. While RTK data did not allow us to better the usability of location-based AR interfaces, results allow us to assess our system’s overall usability as excellent, and to define optimal operating conditions for future use with pupils

Associating a product with a luxury brand label modulates neural reward processing and favors choices in materialistic individuals

Abstract The present study investigated the extent to which luxury vs. non-luxury brand labels (i.e., extrinsic cues) randomly assigned to items and preferences for these items impact choice, and how this impact may be moderated by materialistic tendencies (i.e., individual characteristics). The main objective was to investigate the neural correlates of abovementioned effects using functional magnetic resonance imaging. Behavioural results showed that the more materialistic people are, the more they choose and like items labelled with luxury brands. Neuroimaging results revealed the implication of a neural network including the dorsolateral and ventromedial prefrontal cortex and the orbitofrontal cortex that was modulated by the brand label and also by the participants’ preference. Most importantly, items with randomly assigned luxurious brand labels were preferentially chosen by participants and triggered enhanced signal in the caudate nucleus. This effect increased linearly with materialistic tendencies. Our results highlight the impact of brand-item association, although random in our study, and materialism on preference, relying on subparts of the brain valuation system for the integration of extrinsic cues, preferences and individual characteristics