1 / 14

Experiential product placements in Virtual Environments:

Experiential product placements in Virtual Environments:. Presence, information processing and advertising effectiveness. Dan Grigorovici Pennsylvania State University ICA 2003 Presence Panel. Roadmap. IVE as “invisible persuasive medium”

cais
Download Presentation

Experiential product placements in Virtual Environments:

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Experiential product placements in Virtual Environments: Presence, information processing and advertising effectiveness Dan Grigorovici Pennsylvania State University ICA 2003 Presence Panel

  2. Roadmap • IVE as “invisible persuasive medium” • Persuasive effects of presence via physiological (arousal) & cognitive moderators (depth & level of processing) • Application to persuasion & advertising: • Commercial messages: • Product placements

  3. Background • Two-step theoretical model of persuasion-related effects is proposed[1]: • More presence  more arousal and affect  impact on depth of processing (user more likely to process information affectively, more implicitly and heuristically) • Effect of making the user less aware of an embedded persuasive message  moderating effect on various advertising-related outcomes: less ad recall, but more positive brand attitudes and favorable purchase intentions. • Product placements = more effective than blatant advertisements [1] Grigorovici, D. (2003), Persuasive effects of presence in Immersive Virtual Environments, in G. Riva, F. Davide & W. Ijjsselsteijn (Eds.), Being There: concepts, effects and measurement of user presence in synthetic environments(Emerging Communication Book Series, Vol. 5) (pp. 191-208). Amsterdam, the Netherlands: IOS Press.

  4. Research objectives • 1. empirical testing of an original model of cognitive effects of presence on persuasion (applications in advertising effectiveness, persuasive arguments, etc.) • 2. establishing a link between form & content-based presence and persuasion models (ELM, HSM) • 3. empirical testing & validating standardized presence scales using SEM (ITC-SOPI; IPQ; Witmer & Singer)

  5. Methods Study 1-pretest • N of observations = 248 • Sample size = 31 undergraduate students • 24 worlds varying in: • VE content arousal (high, medium, low) • scene type (outdoor, indoor) • sound (yes, no) • interactivity (yes, no) • random order and world viewing sequencing was performed

  6. Methods Study 2 • 2 (task type) x 2 (VE content type) x 2 (3D ad type) x 4 (3D Ad product type) x 2 (3D Ad brand name) x 2 (product type) x 4 (3D Site ID) mixed design • task type and VE content type = between-participants variables • 3D ad type, ad product type, ad brand name, product type and 3D site ID = within-participants variables • Eight 3D-VRML immersive Web pages: 4 high arousal, 4 low arousal (pretested in Study 1) • N = 240 undergraduate students • Stimuli

  7. Methods Study 2 • Independent variables • task type = categorical, 2 levels: experiential-navigation, search-selection • VE content arousal = ordinal, 2 levels: high and low • 3D ad type = categorical, 2 levels: a 3D product placement, vs. same 3D on a billboard • 3D ad product type = categorical, 4 levels: soda can, car, cell phone, solar panel • Dependent variables • Presence • ITC-SOPI • IPQ Sense of Presence Questionnaire • Cognitive capacity • skin conductance response (SCR), heart-rate (EEG) and secondary task reaction time (RT) measures throughout the test period • Attention • via Skin Conductance Response (SCR) measurement, as well as through Electrocardiogram (ECG)

  8. Methods Study 2 • Dependent variables: • recall and recognition memory • memory for the 3D content was also assessed post-test with free and cued recall as well as recognition memory items included in the post-test questionnaire. • attitude towards the site • ad awareness • eight recognition items, each with four multiple-choice, closed-ended response • free recall • attitude towards the ads • ten 7-point Likert scale items derived from Machleit and Wilson (1988) • attitude towards the brands (advertised in the 3D ads) • three 7-point Likert scale items used by Muehling and Laczniak (1988) • purchase intention: three-item, 7-point Likert scale • attitudes towards environment scale • navigation patterns (movement speed and routes followed, stop timestamps, etc.) = tracked in real time

  9. Preliminary Results • Spatial presence factor of ITC-SOPI positively predicts arousal level: F (1,230)=142.34, p<.0001 • When controlling for “engagement”, main effect of “spatial presence” on arousal is not significant • Main effect of previous VR experience on spatial presence = not significant • Main effect of gender on spatial presence, engagement, naturalness = non significant • Main effect of gender on negative FX: F(1,230)=78.60, p<.0001

  10. Preliminary Results • Validation of ITC-SOPI, using first order CFA (Lisrel): • Original model fits our data poorly, since Chi square (df=1184)=4930.14, p=0.0; Chi square/df = 4.16 (>3); RMSEA=0.14 (90% CI – 0.14, 0.14) > recommended 0.05; AGFI=0.41; CFI=0.89; SRMR=0.29; ECVI=30.53, with 90% CI – 29.41;31.47 (while ECVI for saturated model=11.04) • Suggested model modification: • Correlating SpPres-Eng; SpPres-Natural; Eng-Natural • Chi square (df=1181)=5767.66, p=0.00; Chi square/df=4.88; RMSEA=0.13 • Correlating error covariances between several observed variables from the initial ITC-SOPI • The factors of ITC-SOPI are not independent/mutually exclusive • Analysis of the physiological data (SCR, ECG) & secondary reaction time measures: • currently on going

  11. Preliminary Results • Validation of ITC-SOPI, using first order CFA (Lisrel):

  12. Discussion – pattern of findings • 1. Results from ITC-SOPI CFA suggest the need for further refinement of the scale using SEM • 2. The “engagement” factor from ITC-SOPI presence scale seem to make an important contribution above and beyond the remaining 3 factors in the overall “sense of presence” ratings • When controlling for engagement level, main effect of arousal on presence is not significant • 2. When highly arousing, AD-related variables (Aad, Ad recall, etc.) do not show significant effects for product placements but they do for billboards (due to the nature of the ad-presentation); however, BRAND-related variables (brand perceptions, purchase intention, etc.), show significant positive effects for product placements, but not for billboards • 3. The reverse is true for the low arousing VE content • 4. Data analysis for the ELM-type persuasive argument manipulation is on going (expected findings = similar to those at 3 & 4 above), which would confirm our model of cognitive effects of presence

  13. Applications • Is there a distinction between product placements and classical advertisements in IVE? • NO, same 3D object can be both • Task type differentiates between them

  14. Further research (on going) • Study 3: • 3 x 2 x 2 between participants design • Task type = 3 levels (navigation, search, cognitive) • Immersion level: high, low (fishtank VE, ImmersaDesk, CAVE) • Stereoscopy (presence, absence) • Expected findings: • Study 4: • Classic ELM persuasive argument manipulation in an environmental context: 2 (presence) x 2 (argument strength) mixed design • Expected findings: • Significant interaction: Study 3 & 4 currently in the design stage

More Related