Article
Business
Kirsten Cowan, Nathalie Spielmann, Esther Horn, Clovis Griffart
Summary: The research shows that 360-virtual reality can induce more positive attitudes and purchase intentions, but may lead to less favorable responses from consumers in physical stores. Consumer's product knowledge level affects their brand responses to the VR experience.
JOURNAL OF BUSINESS RESEARCH
(2021)
Review
Hospitality, Leisure, Sport & Tourism
Ryan Yung, Catheryn Khoo-Lattimore, Leigh Ellen Potter
Summary: This paper explores the importance of building interest in tourism products post-COVID and the use of immersive technologies like VR for marketing. It establishes a comprehensive PEI framework encompassing determinants and consequences of presence on emotional response and behavioral intention. The current presence research is still fragmented, with nascent frameworks and measures to bridge disciplines and contexts.
CURRENT ISSUES IN TOURISM
(2021)
Article
Business
Vikas Kumar, Vikrant Kaushal, Shashi
Summary: Ethical consumerism has encouraged firms to behave ethically and pay attention to consumers' perceptions of brand ethicality. Recent research examines the factors influencing the formation of perceptions of brand ethicality and its positive outcomes for brands, focusing on perceived brand marketing communications and engagement with online brand communities.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Hospitality, Leisure, Sport & Tourism
Jiaying Lyu, Xi Leung, Billy Bai, Marla Stafford
Summary: This study examines the effectiveness of VR versus traditional hotel commercials using an experimental design, finding that VR commercials generate higher levels of vividness and interactivity among customers, positively influencing attitudes and booking intentions. Gender differences are also observed, with women being more influenced by VR in the virtual environment.
JOURNAL OF HOSPITALITY AND TOURISM TECHNOLOGY
(2021)
Article
Computer Science, Information Systems
Miguel Melo, Hugo Coelho, Guilherme Goncalves, Nieves Losada, Filipa Jorge, Mario Sergio Teixeira, Maximino Bessa
Summary: This study investigates the impact of multisensory VR setups and gender on the user's sense of presence, satisfaction, emotions, and attitudes. The results show that females have higher spatial presence in VR setups and multisensory stimulus can mitigate gender differences. These findings suggest that the capability of VR system to create a sense of physical presence contributes significantly to positive emotions and satisfaction, which are important for the development of touristic products and services.
MULTIMEDIA SYSTEMS
(2022)
Article
Business
Sandra Maria Correia Loureiro, Joao Guerreiro, Arnold Japutra
Summary: This study aims to understand how virtual reality influences consumer behavior by considering escapism as stimuli and examining the role of calm versus upbeat music tempo in the background. Through an experimental study and a conceptual framework, it was found that escapism stimulates consumers' cognitive and affective state, increasing pleasure and affecting their intentions. The link between presence and behavioral intention is stronger with calm music in the background, while the link between arousal and pleasure is stronger with upbeat music.
JOURNAL OF BUSINESS RESEARCH
(2021)
Article
Hospitality, Leisure, Sport & Tourism
Seonjeong Ally Lee, Minwoo Lee, Miyoung Jeong
Summary: The study shows that the vividness and interactivity of virtual reality (VR) have a positive impact on customers' information search and sharing behaviors, playing an important role in enhancing media richness.
JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT
(2021)
Article
Business
Vera Zanger, Martin Meissner, Philipp A. Rauschnabel
Summary: AR-based product presentations have the potential to create extraordinary shopping experiences, and affective responses play a key role in decision-making. However, the success of AR depends on factors such as technical implementation and customers' expertise in AR.
PSYCHOLOGY & MARKETING
(2022)
Article
Psychology, Multidisciplinary
Zhounan Huangfu, Yaohui Ruan, Jing Zhao, Qiaqia Wang, Lei Zhou
Summary: This paper investigates the impact and mechanism of different types of customer community experiences, namely information experience, entertainment experience, and interactive experience, on brand loyalty in virtual brand communities. The findings show that different types of community experiences have a significant impact on brand loyalty, with community identity partially mediating this relationship. Furthermore, there are significant differences in these mechanisms between members of different genders.
FRONTIERS IN PSYCHOLOGY
(2022)
Article
Multidisciplinary Sciences
Jean-Louis van Gelder, Liza J. M. Cornet, Natascha P. Zwalua, Esther C. A. Mertens, Job van der Schalk
Summary: This study tested an intervention in which convicted offenders interacted with a virtual reality avatar representing their future selves. Results indicated that this interaction increased vividness of the future self and reduced self-defeating behavior.
SCIENTIFIC REPORTS
(2022)
Article
Business
Anouk de Regt, Kirk Plangger, Stuart J. Barnes
Summary: This article presents a framework for marketing managers to optimize strategic customer outcomes in VR branded experiences. Practical recommendations and a future research agenda are provided to maximize the success of VR branding campaigns.
JOURNAL OF BUSINESS RESEARCH
(2021)
Article
Psychology, Multidisciplinary
Malaika Brengman, Kim Willems, Laurens De Gauquier
Summary: This study enriches conventional VR ads by incorporating the sense of smell and evaluates the impact of these sensory augmentations on customer engagement. The results highlight the importance of product-scent congruence for creating engaging experiences.
FRONTIERS IN PSYCHOLOGY
(2022)
Article
Computer Science, Software Engineering
Franziska Westermeier, Larissa Bruebach, Marc Erich Latoschik, Carolin Wienrich
Summary: This paper investigates the impact of incongruencies in different information processing layers on the perceived plausibility and spatial presence of Mixed Reality (MR) experiences. The study found that cognitive incongruence induced by the absence of traceable power outages significantly decreased the perceived plausibility and spatial presence ratings in Augmented Reality (AR), compared to Virtual Reality (VR).
IEEE TRANSACTIONS ON VISUALIZATION AND COMPUTER GRAPHICS
(2023)
Article
Computer Science, Software Engineering
Franziska Westermeier, Larissa Brubach, Marc Erich Latoschik, Carolin Wienrich
Summary: This paper investigates the impact of incongruencies on different information processing layers in Virtual and Augmented Reality experiences. The study found that incongruencies in sensation/perception significantly affected perceived plausibility and spatial presence ratings. However, in cases of incongruent cognition, these effects were enhanced.
IEEE TRANSACTIONS ON VISUALIZATION AND COMPUTER GRAPHICS
(2023)
Article
Psychology, Multidisciplinary
Ozan Ozdemir, Bora Kolfal, Paul R. Messinger, Shaheer Rizvi
Summary: With the growth of social media, firms now prefer endorsements from social media influencers rather than traditional celebrities. The emergence of virtual influencers, thanks to technological advancements, offers potential advantages due to their lack of physical limitations and easily controlled images. However, research suggests that virtual influencers are less effective than human influencers in generating a positive brand attitude, mainly due to their perceived lack of credibility.
COMPUTERS IN HUMAN BEHAVIOR
(2023)
Article
Business
Kim Willems
Summary: In a mature retail market, branding plays a crucial role in helping retailers differentiate themselves. Consumer demand for brand personality appeal highlights its significance in retailing, making it an important consideration factor for retailers.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2022)
Article
Sociology
Dennis De Vriese, Malaika Brengman, Frederic Leroy, Wouter Ryckbosch
Summary: Per capita meat consumption in post-industrial countries is higher than ever, while attitudes towards meat production have become morally ambiguous and disgusted. This study examines how Belgian meat retailers in the mid-nineteenth century constructed an image of meat consumption closely associated with an idealized pastoral life. The naturalization process of meat production without human intervention identified in the study continues to shape the meat paradox today.
FOOD CULTURE & SOCIETY
(2023)
Article
Psychology, Multidisciplinary
Malaika Brengman, Kim Willems, Laurens De Gauquier
Summary: This study enriches conventional VR ads by incorporating the sense of smell and evaluates the impact of these sensory augmentations on customer engagement. The results highlight the importance of product-scent congruence for creating engaging experiences.
FRONTIERS IN PSYCHOLOGY
(2022)
Article
Business
Stephanie van de Sanden, Kim Willems, Malaika Brengman
Summary: This study explores the impact of customers' motive attributions on their expectations and usage intentions for interactive kiosks introduced by a retailer. The findings show that customers are more likely to attribute the motive of introducing interactive kiosks to better serve their needs rather than self-serving retailer goals. Such customer-serving motive attributions positively influence customers' intention to use the interactive kiosks, mediated by their expectations of performance and enjoyment.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2022)
Article
Business
Lieve Douce, Kim Willems, Arjun Chaudhuri
Summary: This study investigates the impact of offering bargains in a highly differentiated store environment on consumer attitudes and behavior. The findings suggest that bargains have a negative effect on store affect and approach behavior only in low familiarity stores. This effect can be explained by processing fluency theory. Retailers focusing on store environment differentiation should reconsider their use of bargains.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2022)
Article
Management
Kim Willems, Nanouk Verhulst, Laurens De Gauquier, Malaika Brengman
Summary: This mixed-methods study examines the expectations of frontline employees (FLEs) regarding the impact of physical service robots on job characteristics and their job engagement and well-being. The study integrates explorative interviews and a survey to gain insights into FLEs' experiences and beliefs. The findings suggest that while some job demands can be alleviated by working with robots, most FLEs anticipate a cancellation of positive and negative effects on job engagement and well-being.
JOURNAL OF SERVICE MANAGEMENT
(2023)
Article
Business
Laurens De Gauquier, Kim Willems, Hoang-Long Cao, Bram Vanderborght, Malaika Brengman
Summary: This study examined shopper behavior when interacting with an employee-robot team compared to interacting with either the employee or the robot alone, using the metrics of the point-of-sale (POS) conversion funnel. A field study utilizing video observations was conducted in four conditions: control (no stimulus), frontline employee, humanoid service robot, and employee-robot team. The findings suggest that the service robot was more effective in attracting attention and stopping passers-by, although it resulted in the lowest number of passers-by entering the store. The frontline employee initiated the least interactions but had the highest conversion rate of passersby into buyers. The employee-robot team successfully encouraged the most passers-by to look at the store but did not convert more of them into buyers compared to the robot alone.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Business
Johan Hellemans, Kim Willems, Malaika Brengman
Summary: Experts and industry reports agree that the COVID-19 crisis has led to the adoption of new retail technologies, such as mobile payment. However, there is a lack of empirical academic evidence comparing the adoption and usage of these technologies before, during, and after the crisis. Current research mainly focuses on technological acceptance models, and there is a need to understand the profile of actual users.
ELECTRONIC COMMERCE RESEARCH
(2023)
Review
Agriculture, Dairy & Animal Science
Frederic Leroy, Frits Heinrich, Michael R. F. Lee, Kim Willems
Summary: Contemporary views on meat are ambivalent, reflecting a mix of appreciation and rejection, especially in Western urbanized societies, with strong moral implications. The labeling of (red) meat as inherently harmful by certain academics, NGOs, mass media, and public-private partnerships contributes to this tension. Concerns have been raised about the unbalanced communications and anti-meat activism in academia and policy-making, as it may lead to moralization of dietary choices, polarization, and further threats to public health, food systems, as well as ecosystems and livelihoods.
ITALIAN JOURNAL OF ANIMAL SCIENCE
(2023)
Meeting Abstract
Psychiatry
Johan Hellemans, Kim Willems, Malaika Brengman
JOURNAL OF BEHAVIORAL ADDICTIONS
(2022)