Is it worthwhile going immersive? : evaluating the performance of virtual simulated stores for shopper research : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany, New Zealand

Listed in 2020 Dean's List of Exceptional ThesesAdvances in simulation technology offer the possibility of more authentic shopper environments for virtual store experiments. Criticisms of subjective measures of consumer behavior previously led to the use of test markets or simulated stores for consumer experimental research. As cost implications made such experiments unavailable to the wider market research community, virtual simulated stores (VSSs) were developed as an alternative. However, the adoption of VSSs has been slow as traditional desktop-operated VSSs do not provide an authentic multicategory shopper experience. New simulation technologies offer the opportunity for more immersive and authentic VSS environments. Yet there has been little research on how authenticity of VSSs is impacted by newly available technology such as head-mounted displays, motion tracking, force feedback controllers, and application of place and plausibility cues. Thus, this dissertation asks whether immersive technologies have potential to provide highly authentic VSS environments. Of the many factors that may determine authenticity, this dissertation examines three; participants’ sense of telepresence, the realism of shopper behaviour, and the effects of shopper locomotion alternatives. An immersive VSS incorporating new virtual technologies was specifically designed and built for this research. Three studies were undertaken. The first compared perceived telepresence and usability between a desktop-operated VSS and an equivalent immersive walk-around VSS. The second examined the authenticity of shopper behaviour in the immersive walk-around VSS by comparing observed shopping patterns to those previously reported in the marketing literature. The third tested whether walk-around locomotion was necessary for authenticity, or whether a simpler teleportation method would result in equivalent shopper behaviour and emotions. Results showed that immersive VSS systems are preferable to traditional desktop-operated systems with regards to telepresence and usability. Further, authentic behavioural patterns can be found in immersive walk-around store experiments, including plausibility of private label shares, pack inspection times, shelf-height effects and impulse purchases. Lastly, there were no differences in shopper emotions and purchase behaviour between walk-around locomotion and controller-based instant teleportation, implying that the teleportation technique can be used, thereby reducing the required physical footprint for immersive VSS simulations. Collectively, the findings imply that marketers who study in-store shopper behavior can be confident using immersive VSS for their research as opposed to outdated desktop VSS technology

Limbic grey matter changes in early Parkinson's disease

The purpose of this study was to investigate local and network related changes of limbic grey matter in early Parkinson’s disease (PD) and their interrelation with non-motor symptom severity. We applied voxel-based morphometric methods in 538 T1 MRI images retrieved from the Parkinson's Progression Markers Initiative website. Grey matter densities and cross-sectional estimates of age-related grey matter change were compared between subjects with early PD (n=366) and age-matched healthy controls (n=172) within a regression model, and associations of grey matter density with symptoms were investigated. Structural brain networks were obtained using covariance analysis seeded in regions showing grey matter abnormalities in PD subject group. Patients displayed focally reduced grey matter density in the right amygdala, which was present from the earliest stages of the disease without further advance in mild-moderate disease stages. Right amygdala grey matter density showed negative correlation with autonomic dysfunction and positive with cognitive performance in patients, but no significant interrelations were found with anxiety scores. Patients with PD also demonstrated right amygdala structural disconnection with less structural connectivity of the right amygdala with the cerebellum and thalamus but increased covariance with bilateral temporal cortices compared with controls. Age-related grey matter change was also increased in PD preferentially in the limbic system. In conclusion, detailed brain morphometry in a large group of early PD highlights predominant limbic grey matter deficits with stronger age-associations compared with controls and associated altered structural connectivity pattern. This provides in vivo evidence for early limbic grey matter pathology and structural network changes that may reflect extranigral disease spread in PD

Brain Structural Networks Associated with Intelligence and Visuomotor Ability

Increasing evidence indicates that multiple structures in the brain are associated with intelligence and cognitive function at the network level. The association between the grey matter (GM) structural network and intelligence and cognition is not well understood. We applied a multivariate approach to identify the pattern of GM and link the structural network to intelligence and cognitive functions. Structural magnetic resonance imaging was acquired from 92 healthy individuals. Source-based morphometry analysis was applied to the imaging data to extract GM structural covariance. We assessed the intelligence, verbal fluency, processing speed, and executive functioning of the participants and further investigated the correlations of the GM structural networks with intelligence and cognitive functions. Six GM structural networks were identified. The cerebello-parietal component and the frontal component were significantly associated with intelligence. The parietal and frontal regions were each distinctively associated with intelligence by maintaining structural networks with the cerebellum and the temporal region, respectively. The cerebellar component was associated with visuomotor ability. Our results support the parieto-frontal integration theory of intelligence by demonstrating how each core region for intelligence works in concert with other regions. In addition, we revealed how the cerebellum is associated with intelligence and cognitive functions

White Matter Development in Early Puberty: A Longitudinal Volumetric and Diffusion Tensor Imaging Twin Study

White matter microstructure and volume show synchronous developmental patterns in children. White matter volume increases considerably during development. Fractional anisotropy, a measure for white matter microstructural directionality, also increases with age. Development of white matter volume and development of white matter microstructure seem to go hand in hand. The extent to which the same or different genetic and/or environmental factors drive these two aspects of white matter maturation is currently unknown. We mapped changes in white matter volume, surface area and diffusion parameters in mono- and dizygotic twins who were scanned at age 9 (203 individuals) and again at age 12 (126 individuals). Over the three-year interval, white matter volume (+6.0%) and surface area (+1.7%) increased, fiber bundles expanded (most pronounced in the left arcuate fasciculus and splenium), and fractional anisotropy increased (+3.0%). Genes influenced white matter volume (heritability ∼85%), surface area (∼85%), and fractional anisotropy (locally 7% to 50%) at both ages. Finally, volumetric white matter growth was negatively correlated with fractional anisotropy increase (r = –0.62) and this relationship was driven by environmental factors. In children who showed the most pronounced white matter growth, fractional anisotropy increased the least and vice-versa. Thus, white matter development in childhood may reflect a process of both expansion and fiber optimization

Brain structural differences between 73- and 92-year olds matched for childhood intelligence, social background, and intracranial volume

Fully characterizing age differences in the brain is a key task for combating aging-related cognitive decline. Using propensity score matching on 2 independent, narrow-age cohorts, we used data on childhood cognitive ability, socioeconomic background, and intracranial volume to match participants at mean age of 92 years (n = 42) to very similar participants at mean age of 73 years (n = 126). Examining a variety of global and regional structural neuroimaging variables, there were large differences in gray and white matter volumes, cortical surface area, cortical thickness, and white matter hyperintensity volume and spatial extent. In a mediation analysis, the total volume of white matter hyperintensities and total cortical surface area jointly mediated 24.9% of the relation between age and general cognitive ability (tissue volumes and cortical thickness were not significant mediators in this analysis). These findings provide an unusual and valuable perspective on neurostructural aging, in which brains from the 8th and 10th decades of life differ widely despite the same cognitive, socioeconomic, and brain-volumetric starting points

Brain cortical characteristics of lifetime cognitive ageing

Regional cortical brain volume is the product of surface area and thickness. These measures exhibit partially distinct trajectories of change across the brain’s cortex in older age, but it is unclear which cortical characteristics at which loci are sensitive to cognitive ageing differences. We examine associations between change in intelligence from age 11 to 73 years and regional cortical volume, surface area, and thickness measured at age 73 years in 568 community-dwelling older adults, all born in 1936. A relative positive change in intelligence from 11 to 73 was associated with larger volume and surface area in selective frontal, temporal, parietal, and occipital regions (r < 0.180, FDR-corrected q < 0.05). There were no significant associations between cognitive ageing and a thinner cortex for any region. Interestingly, thickness and surface area were phenotypically independent across bilateral lateral temporal loci, whose surface area was significantly related to change in intelligence. These findings suggest that associations between regional cortical volume and cognitive ageing differences are predominantly driven by surface area rather than thickness among healthy older adults. Regional brain surface area has been relatively underexplored, and is a potentially informative biomarker for identifying determinants of cognitive ageing differences

Predicting age from cortical structure across the lifespan

Despite inter-individual differences in cortical structure, cross-sectional and longitudinal studies have demonstrated a large degree of population-level consistency in age-related differences in brain morphology. The present study assessed how accurately an individual’s age could be predicted by estimates of cortical morphology, comparing a variety of structural measures, including thickness, gyrification, and fractal dimensionality. Structural measures were calculated across up to seven different parcellation approaches, ranging from 1 region to 1000 regions. The age-prediction framework was trained using morphological measures obtained from T1-weighted MRI volumes collected from multiple sites, yielding a training dataset of 1056 healthy adults, aged 18-97. Age predictions were calculated using a machine-learning approach that incorporated non-linear differences over the lifespan. In two independent, held-out test samples, age predictions had a median error of 6-7 years. Age predictions were best when using a combination of cortical metrics, both thickness and fractal dimensionality. Overall, the results reveal that age-related differences in brain structure are systematic enough to enable reliable age prediction based on metrics of cortical morphology