Effect of Spatial and Temporal Dilation of a Brand Logo Printed on a VR Shopping Bag

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dc.contributor.authorHorii, Moekien_US
dc.contributor.authorYamazaki, Azusaen_US
dc.contributor.authorKuratomo, Nokoen_US
dc.contributor.authorZempo, Keiichien_US
dc.contributor.editorTheophilus Teoen_US
dc.contributor.editorRyota Kondoen_US
dc.date.accessioned2022-11-29T07:23:43Z
dc.date.available2022-11-29T07:23:43Z
dc.date.issued2022
dc.description.abstractInteraction opportunities in virtual environments (VE), such as stores and events using virtual reality (VR), are increasing, and advertisements for brand recognition may be introduced to VE in the future. The objective of this research is to find a way to display advertisements in a VE that is more likely to attract the attention of consumers. Additionally, this study investigates the differences in consumer reactions depending on the advertisement's display method. In the experiment, VR customer avatars who hold shopping bags were walking in a store. Fictitious Logos were attached to each shopping bag. Each type of logo was presented in four different ways. From the results of the questionnaires, the display method that attracted the participants' eyes using temporal dilation, such as footprints that disappear over time, was significantly more memorable than the methods that did not use it. In addition, the mean of the impressive value of the blue logo, which is close to the color of the floor, was smaller than that of the other color's logos at the one percent level of significance in 3D + footprint display. This also revealed that it is necessary to use a conspicuous color that will not be buried in background colors, such as the floor color.en_US
dc.description.sectionheadersPosters
dc.description.seriesinformationICAT-EGVE 2022 - International Conference on Artificial Reality and Telexistence and Eurographics Symposium on Virtual Environments - Posters and Demos
dc.identifier.doi10.2312/egve.20221297
dc.identifier.isbn978-3-03868-192-2
dc.identifier.issn1727-530X
dc.identifier.pages21-22
dc.identifier.pages2 pages
dc.identifier.urihttps://doi.org/10.2312/egve.20221297
dc.identifier.urihttps://diglib.eg.org:443/handle/10.2312/egve20221297
dc.publisherThe Eurographics Associationen_US
dc.rightsAttribution 4.0 International License
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectCCS Concepts: Human-centered computing -> Virtual reality; Information systems -> Display advertising
dc.subjectHuman centered computing
dc.subjectVirtual reality
dc.subjectInformation systems
dc.subjectDisplay advertising
dc.titleEffect of Spatial and Temporal Dilation of a Brand Logo Printed on a VR Shopping Bagen_US
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