New Potentials of Mixed Reality and its Business Impact

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    Transitioning from Transmedia to Transreality Storyboarding to Improve the Co-Creation of the Experience Space
    ( 2021-01-05) Rasool, Jazz ; Molka-Danielsen, Judith ; Smith, Carl H.
    Transmedia storytelling is a digital based marketing approach in present day consumer markets. Typically applied to spanning or segueing stories or experiences across media such as film, books, comics and video-games to reach broader target audiences, often triggering a narrative, into which customers can participate and co-create the narrative. Common aims at customer engagement have been through shared stories on present day social media. However, for the creative-consumer, sharing on social media falls short of fully immersive storytelling ecology. Creatives (traditional designers and consumers) would benefit through tools and processes for incrementally expanding dimensions, mediums, fidelity, and shared interactions and senses across multiple media and interactive realities. This paper presents use cases of Transreality Storyboarding Framework (TSF), a design framework that affords creation of experience spaces for consumer-product engagement. Further, we propose a TSF app, to allow non-expert designers/everyday-consumers to contribute to storytelling, participation and production of product experience spaces.
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    The Use of Augmented Reality in Retail: A Review of Literature
    ( 2021-01-05) Riar, Marc ; Korbel, Jakob J. ; Xi, Nannan ; Zarnekow, Rüdiger ; Hamari, Juho
    Novel digital technologies are affording ways to superimpose perceptual information (be it auditory, visual, haptic or olfactory) onto our reality, e.g. in retail environments. These technologies that aim to enhance reality are generally called Augmented Reality (AR) technologies. Today, the field of research focused on AR retail has evolved to mature enough state that an overview of the state-of-the-art, results and ways in which AR has been employed in research is needed. Therefore, in this study we conduct a systematic literature review of the academic corpus focused on AR retail. We report on how and where AR is employed in retail, what technological characteristics of AR are commonly analyzed as well as what potential psychological and behavioral outcomes AR is capable of evoking. Overall, AR is a technology with high potential for in-store and remote (online) shopping in terms of evoking both utilitarian and hedonic experiences.
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    Emotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context
    ( 2021-01-05) Bujić, Mila ; Xi, Nannan ; Hamari, Juho
    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.
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    Introduction to the Minitrack on New Potentials of Mixed Reality and its Business Impact
    ( 2021-01-05) Seiler, Roger ; Keller, Thomas ; Keller, Thomas