Emotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

4 Citations (Scopus)
21 Downloads (Pure)

Abstract

Extended reality (XR) technologies such as Augmented Reality (AR) and Virtual Reality (VR) are facing mixed expectations. XR is often touted to offer deeply engrossing experiences but it can also lead to cybersickness, disappointment, and frustration. Moreover, research has not kept pace with how these technologies may affect users' emotions. Therefore, to understand emotions in XR, this study employs a 2 (virtual: yes vs. no) ×2 (augmented: yes vs. no) between-subject experiment (N = 162) in the shopping context. Effects on emotions are assessed by measuring changes in emotional valence and examining them using Median Tests and exploratory data analysis. Results suggest that emotional responses in XR are similar to those in a physical store. However, there is an unexpected effect of the augmented experiences where negative emotions markedly vary. Implications are presented both for retail businesses and simulations, and emotionally engaging experiences such as immersive journalism and psychotherapy.
Original languageEnglish
Title of host publicationProceedings of the 54th Hawaii International Conference on System Sciences
PublisherHawaii International Conference on System Sciences
Pages628-637
Number of pages10
ISBN (Print)978-0-9981331-4-0
DOIs
Publication statusPublished - 2021
Publication typeA4 Article in conference proceedings
EventHawaii International Conference on System Sciences -
Duration: 5 Jan 20218 Jan 2021
Conference number: 54

Conference

ConferenceHawaii International Conference on System Sciences
Abbreviated titleHICSS
Period5/01/218/01/21

Publication forum classification

  • Publication forum level 1

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