Engaging visitors of science festivals using augmented reality: asymmetrical modelling

Purpose This paper aims to explore a complex combination of four realms of the experience economy in formulating memories and satisfaction among festival visitors by using augmented reality (AR), thus engaging visitors in the physical science experience. This study also identifies necessary conditions to achieve desired responses from visitors. Design/methodology/approach Asymmetrical modelling with fuzzy set qualitative comparative analysis (fsQCA) was used to investigate causal recipes of two configurations of the experience economy and evaluation of experience leading to both high and low scores from visitor engagement. Necessary condition analysis was applied to examine necessary predictors in visitor engagement. The proposed configuration model was tested by using data obtained from visitors to science festivals in the UK. Findings Five causal recipes explained the complex conditions in which visitors were more likely engaged in AR. Aesthetics, education, entertainment and satisfaction were necessary for high engagement among festival visitors. Research limitations/implications The results from fsQCA and analyses of necessary conditions help festival organizers improve visitor satisfaction and engagement in a memorable AR experience. Originality/value This empirical study deepens current festival understanding of how visitors experience AR by exploring combinations of complex configurations of the experience economy and evaluations of visitor experience based on memories and satisfaction. Unlike symmetrical approaches, asymmetrical modelling by using fsQCA can explore recipes for both high and low scores of visitor satisfaction and engagement. This is the first empirical study investigating necessary predictors of festival visitor behaviour

Structure and Function of the Hair Cell Ribbon Synapse

Faithful information transfer at the hair cell afferent synapse requires synaptic transmission to be both reliable and temporally precise. The release of neurotransmitter must exhibit both rapid on and off kinetics to accurately follow acoustic stimuli with a periodicity of 1 ms or less. To ensure such remarkable temporal fidelity, the cochlear hair cell afferent synapse undoubtedly relies on unique cellular and molecular specializations. While the electron microscopy hallmark of the hair cell afferent synapse — the electron-dense synaptic ribbon or synaptic body — has been recognized for decades, dissection of the synapse’s molecular make-up has only just begun. Recent cell physiology studies have added important insights into the synaptic mechanisms underlying fidelity and reliability of sound coding. The presence of the synaptic ribbon links afferent synapses of cochlear and vestibular hair cells to photoreceptors and bipolar neurons of the retina. This review focuses on major advances in understanding the hair cell afferent synapse molecular anatomy and function that have been achieved during the past years

Exploring the darkverse: a multi-perspective analysis of the negative societal impacts of the metaverse

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points linked with similar technologies, somewhat lacking academic and expert perspective. This study responds to the dark side perspectives through informed and multifaceted narratives provided by invited leading academics and experts from diverse disciplinary backgrounds. The metaverse dark side perspectives covered include: technological and consumer vulnerability, privacy, and diminished reality, human–computer interface, identity theft, invasive advertising, misinformation, propaganda, phishing, financial crimes, terrorist activities, abuse, pornography, social inclusion, mental health, sexual harassment and metaverse-triggered unintended consequences. The paper concludes with a synthesis of common themes, formulating propositions, and presenting implications for practice and policy

Augmented reality (AR) brand storytelling: The role of flow in attitude formation and associative learning

Organizations and brands have long since used stories to communicate and resonate with their audiences. Nowadays, novel interactive media formats are used to enhance these brand-consumer interactions. Augmented reality (AR) holds the potential to aid brands in having immersive and exploratory interactions with consumers. The aim of this study is to examine the effects of AR in brand storytelling on brand attitude and brand associations, and to explore to what extent (the dimensions of) flow can explain these effects. A single factorial (Type of brand storytelling: AR vs. non-AR) between-subjects field experiment is conducted (N = 83). The results show that AR brand storytelling leads to a higher perceived flow than regular brand storytelling. Furthermore, flow mediates the effects of AR brand storytelling on both brand attitude and brand associations. Notably, the flow dimensions control and attention focus are found to be particularly important for explaining the effect on brand associations

Augmented reality (AR) brand storytelling: The role of flow in attitude formation and associative learning

Organizations and brands have long since used stories to communicate and resonate with their audiences. Nowadays, novel interactive media formats are used to enhance these brand-consumer interactions. Augmented reality (AR) holds the potential to aid brands in having immersive and exploratory interactions with consumers. The aim of this study is to examine the effects of AR in brand storytelling on brand attitude and brand associations, and to explore to what extent (the dimensions of) flow can explain these effects. A single factorial (Type of brand storytelling: AR vs. non-AR) between-subjects field experiment is conducted (N = 83). The results show that AR brand storytelling leads to a higher perceived flow than regular brand storytelling. Furthermore, flow mediates the effects of AR brand storytelling on both brand attitude and brand associations. Notably, the flow dimensions control and attention focus are found to be particularly important for explaining the effect on brand associations

Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns

Privacy concerns are an often cited obstacle to consumer adoption of augmented reality (AR) technology, but research has not yet developed a specific measurement scale to capture these concerns. We address this need by drawing on AR and privacy literature to develop a ten-item Augmented Reality Information Privacy Concerns (ARIPC) scale. We follow a systematic scale development process that includes an empirical application of the scale. We offer novel and practically useful insights into consumer privacy concerns towards AR as a novel technology