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•Sensory touch control (vs. voice control) leads to higher willingness-to-pay.•The process is mediated via reduced mental intangibility that in turn increases decision comfort.•We ...identify an assessment orientation as a consumer boundary condition.•Congruent auditory feedback positively moderates the effect of touch control on decision comfort.
Mental intangibility during product evaluation remains one of the greatest drawbacks for online purchasing. However, emerging multi-sensory Augmented Reality (m-AR) applications offer a potential solution for this online retailing problem. Drawing on active inference theory, this article proposes a conceptual framework to assess how sensory control and feedback modalities affect consumer value judgements by reducing mental intangibility. We show how touch control, compared to voice control, positively affects consumers’ willingness-to-pay. The underlying mechanism is a sequential process of reduced mental intangibility and increased feeling of decision comfort. In addition, we highlight a positive moderating effect of congruent auditory feedback on decision comfort. We also demonstrate a novel consumer boundary condition. Consumers high in assessment orientation experience a stronger reduction in mental intangibility. The results are consistently replicated across three experiments implying theoretical and managerial contributions for m-AR in the context of online retailing.
The aim of this article is to analyze and review the scientific literature relating to the application of Augmented Reality (AR) technology in industry. AR technology is becoming increasingly ...diffuse, due to the ease of application development and the widespread use of hardware devices (mainly smartphones and tablets) able to support its adoption. Today, a growing number of applications based on AR solutions are being developed for industrial purposes. Although these applications are often little more than experimental prototypes, AR technology is proving highly flexible and is showing great potential in numerous areas (e.g., maintenance, training/learning, assembly or product design) and in industrial sectors (e.g., the automotive, aircraft or manufacturing industries). It is expected that AR systems will become even more widespread in the near future.
The purpose of this review is to classify the literature on AR published from 2006 to early 2017, to identify the main areas and sectors where AR is currently deployed, describe the technological solutions adopted, as well as the main benefits achievable with this kind of technology.
Image-guided surgery (IGS) has allowed for more minimally invasive procedures, leading to better patient outcomes, reduced risk of infection, less pain, shorter hospital stays and faster recoveries. ...One drawback that has emerged with IGS is that the surgeon must shift their attention from the patient to the monitor for guidance. Yet both cognitive and motor tasks are negatively affected with attention shifts. Augmented reality (AR), which merges the realworld surgical scene with preoperative virtual patient images and plans, has been proposed as a solution to this drawback. In this work, we studied the impact of two different types of AR IGS set-ups (mobile AR and desktop AR) and traditional navigation on attention shifts for the specific task of craniotomy planning. We found a significant difference in terms of the time taken to perform the task and attention shifts between traditional navigation, but no significant difference between the different AR set-ups. With mobile AR, however, users felt that the system was easier to use and that their performance was better. These results suggest that regardless of where the AR visualisation is shown to the surgeon, AR may reduce attention shifts, leading to more streamlined and focused procedures.
•AR experience stimulates purchase intention, cognitive control, and behavioral control.•Cognitive control mediates the AR experience and purchase intention.•AR experience overcomes the effect of ...negative information from peers.
Augmented Reality (AR) has emerged as an effective, interactive technology for providing visual product information. Using consumers’ control, this study attempts to identify the possible mediators of the relationship between AR experience and consumers’ purchase intention, and the boundary conditions of AR experience. Studies 1a and 1b show that an AR experience in a shopping environment stimulates purchase intention, cognitive control, and behavioral control. Mediation analysis is conducted since consumers’ control affects purchase intention. Using Hayes’ mediation analysis, we found that only cognitive control subsequently increases a customer’s purchase intention. Study 2 suggests that communication with peers affects cognitive control. In other words, peers’ opinions moderate the effect of an AR experience on cognitive control, and consequently, affect purchase intention. This study contributes to the literature on AR by testing the concept of consumer control in the new media environment. The results provide insight for marketers and mobile service providers on how to utilize AR technologies.
•Augmented reality marketing is not just limited to the promotion mix.•AR marketing can extend and replace physical products.•Consumers tend to be fairly open to the substitution of real products by ...AR.•Marketers should discuss AR as a disruptive technology.
There is a general consensus that augmented reality (AR), once it becomes a mainstream medium, can disrupt marketing and management in many ways. One frequently discussed – but mostly unanswered – question is whether AR will render existing physical products and services obsolete or not. Based on a holistic deliberation of AR Marketing and four studies with more than 2,000 respondents, this article investigates consumer acceptance of holographic AR substitutes for real products. The findings show fairly high acceptance rates for some product categories (e.g., Post-it notes, manuals, navigation technology) and low ones for others (e.g., pets, memorabilia). This study also identifies certain product and consumer characteristics (e.g., utilitarian benefits, not visible to others, digitalized products, familiarity with AR) as drivers of substitution. Finally, this paper presents multiple marketing implications, such as the disruptive potential of AR, the possibility of “copying and pasting” the real world including the threat of virtual counterfeits, the role of offline ad blockers, and four generic response strategies for companies.
Ventriculostomy, one of the most common neurosurgical procedures, involves inserting a draining catheter into the brain's ventricular system to alleviate excessive cerebrospinal fluid accumulation. ...Traditionally, this procedure has relied on freehand techniques guided by anatomical landmarks, which have shown a high rate of misplacement. Recent advancements in virtual reality (VR) and augmented reality (AR) technologies have opened up new possibilities in the field. This comprehensive review aims to analyze the existing literature, examine the diverse applications of VR and AR in ventriculostomy procedures, address their limitations, and propose potential future directions.
A systematic search was conducted in Web of Science and PubMed databases to identify studies employing VR and AR technologies in ventriculostomy procedures. Review papers, non-English records, studies unrelated to VR/AR technologies in ventriculostomy, and supplementary documents were excluded. In total 29 papers were included in the review.
The development of various VR and AR systems aimed at enhancing the ventriculostomy procedure are categorized according to the Data, Visualization and View taxonomy. The study investigates the data utilized by these systems, the visualizations employed, and the virtual or augmented environments created. Furthermore, the surgical scenarios and applications of each method, as well as the validation and evaluation metrics used, are discussed.
The review delves into the fundamental challenges encountered in the implementation of VR and AR systems in ventriculostomy. Additionally, potential future directions and areas for improvement are proposed, addressing the identified limitations and paving the way for further advancements in the field.
This paper discusses about the enhancement of shopping behavior through mobile application as a personal assistant for the shopper’s in a physical retail outlet by giving various information ...regarding the products, offers, discounts when they scan a product through mobile. The mobile app uses augmented reality added with in-store GPS technology to track the movements of the shoppers and analyze the buying behavior and shopping pattern. The target design of the conceptual framework is for large in store retail setup like for.eg, hyper market, shopping mall and supermarket.
With rapid advances in high-speed communication and computation, augmented reality (AR) and virtual reality (VR) are emerging as next-generation display platforms for deeper human-digital ...interactions. Nonetheless, to simultaneously match the exceptional performance of human vision and keep the near-eye display module compact and lightweight imposes unprecedented challenges on optical engineering. Fortunately, recent progress in holographic optical elements (HOEs) and lithography-enabled devices provide innovative ways to tackle these obstacles in AR and VR that are otherwise difficult with traditional optics. In this review, we begin with introducing the basic structures of AR and VR headsets, and then describing the operation principles of various HOEs and lithography-enabled devices. Their properties are analyzed in detail, including strong selectivity on wavelength and incident angle, and multiplexing ability of volume HOEs, polarization dependency and active switching of liquid crystal HOEs, device fabrication, and properties of micro-LEDs (light-emitting diodes), and large design freedoms of metasurfaces. Afterwards, we discuss how these devices help enhance the AR and VR performance, with detailed description and analysis of some state-of-the-art architectures. Finally, we cast a perspective on potential developments and research directions of these photonic devices for future AR and VR displays.
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