Value-based adoption of augmented reality: A study on the influence on online purchase intention in retail

The increasing use of digital technology-based retail services provides new opportunities for digital marketing. In this paper, we investigate how augmented reality (AR) technology can be leveraged as part of the firm's strategy. We explore the online purchase intention through AR smart glasses (ARSG), considering consumers' value assessment through a cost–benefit analysis and the influence of technical, experiential and social AR value drivers. We develop an augmented value-based adoption model addressing four main objectives: (1) Evaluate the effect of the perceived value of ARSG, (2) Evaluate the effect of immersion (experiential dimension), (3) Evaluate the effect of AR devices and technical complexity (technical dimension) and (4) Evaluate the importance of subjective norms (social dimension) on the online purchase intention through AR technology. Based on an ESIC Tech Lab experiment with two types of ARSG from market leaders and AR retail apps, the study uses survey data from 253 participants. The results suggest that the technical dimension has an ambiguous effect, with tech-complexity enhancing directly the perceived value of ARSG for online purchase while reducing the net value of consumers' economic cost–benefit analysis. We find strong evidence that the experiential and social AR dimensions (in the form of immersion and subjective norm) have a significant positive influence on consumers' purchase intention online, which are better predictors than the pure economic cost–benefit assessment (through usefulness and difficulty). Furthermore, the technical innovativeness of consumers is found to increase directly the online purchase intention through ARSG.     

Eco-restrictive experiences forming extraordinary consumer experiences

This article contributes to different research traditions when proposes to reflect on theoretical fields, such as consumer culture and contemporary marketing. The study in a tourist and ecological conservation project revealed eco-restricted extraordinary experiences. We found a group of volunteers that build meanings and practices connected with new actions and habits that offer, not only ecological and sustainable benefits, but new value consumption relations. In contextualizing our findings, we highlight experiences and curiosities that are glossed over in academic and practical accounts that celebrate the extraordinary experience. It was observed, by analyzing data from various qualitative techniques, that the findings cross borders of mundane ingrained practices and bring an emerging domain, where both, consumption and anti-consumption experiences, offer insights into to a diversity of areas of knowledge.     

Transfer effects from language processing to visual attention dynamics: The impact of orthographic transparency

The consistency between letters and sounds varies across languages. These differences have been proposed to be associated with different reading mechanisms (lexical vs. phonological), processing grain sizes (coarse vs. fine) and attentional windows (whole words vs. individual letters). This study aimed to extend this idea to writing to dictation. For that purpose, we evaluated whether the use of different types of processing has a differential impact on local windowing attention: phonological (local) processing in a transparent language (Spanish) and lexical (global) processing of an opaque language (English). Spanish and English monolinguals (Experiment 1) and Spanish–English bilinguals (Experiment 2) performed a writing to dictation task followed by a global–local task. The first key performance showed a critical dissociation between languages: the response times (RTs) from the Spanish writing to dictation task was modulated by word length, whereas the RTs from the English writing to dictation task was modulated by word frequency and age of acquisition, as evidence that language transparency biases processing towards phonological or lexical strategies. In addition, after a Spanish task, participants more efficiently processed local information, which resulted in both the benefit of global congruent information and the reduced cost of incongruent global information. Additionally, the results showed that bilinguals adapt their attentional processing depending on the orthographic transparency.     

Thinking disposition,thinking style,and susceptibility to causal illusion predict fake news discriminability

Acceptance of fake news is probably modulated by an intricate interplay of social, cultural, and political factors. In this study, we investigated whether individual-level cognitive factors related to thinking and decision making could influence the tendency to accept fake news. A group of volunteers responded to a COVID19-related fake news discrimination scale as well as to questionnaires assessing their thinking style (reflective vs. intuitive) and thinking disposition (actively open-mindedness). Furthermore, they completed a computerized contingency learning task aimed at measuring their tendency to develop a causal illusion, a cognitive bias leading to perceive causal connections between non-contingent events. More actively open-minded and more reflective individuals presented higher fake news discrimination scores. In addition, those who developed weaker causal illusions in the contingency learning task were also more accurate at differentiating between fake and legitimate news. Actively open-minded thinking was the main contributor in a regression model predicting fake news discrimination.     

Stroke damages attentional maintenance in working memory

Stroke is the main cause of acquired disability in adults, and specific deficits in working memory (WM) are among the most common cognitive consequences. In neuropsychological routine, WM is most of the time investigated in the framework of the multicomponent model (Baddeley & Hitch, 1974, The psychology of learning and motivation, 47). Using a more recent theoretical WM model, the time-based resource-sharing (TBRS) model (Barrouillet et al., 2011, Psychol. Rev., 118, 175), the aim of the present study was to investigate in young post-stroke patients to which extent attentional maintenance is impaired in WM. To address this question, we discarded other factors known to directly influence WM performance, that is processing speed and short-term memory span. We proposed to 53 post-stroke patients and to 63 healthy controls a complex span paradigm in which participants were asked to alternate between the memorization of a series of images and a concurrent parity judgement task of a series of digits. To investigate the attentional maintenance processes, we manipulated the cognitive load (CL) of the concurrent task. CL effect is typically interpreted as the involvement of attentional maintenance processes. The task was adapted to each participant according to their processing speed and memory span. As expected, the results showed higher recall performance in healthy controls compared with post-stroke patients. Consistent with the literature, we also observed higher performance when the CL was low compared with high. However, the improvement in recall at low CL was smaller for post-stroke patients compared with controls, suggesting that post-stroke WM deficit could be in part due to a deficit of the attentional maintenance processes.     

Pain in the eye of the beholder: Variations in pain visual representations as a function of face ethnicity and culture

Pain experienced by Black individuals is systematically underestimated, and recent studies have shown that part of this bias is rooted in perceptual factors. We used Reverse Correlation to estimate visual representations of the pain expression in Black and White faces, in participants originating from both Western and African countries. Groups of raters were then asked to evaluate the presence of pain and other emotions in these representations. A second group of White raters then evaluated those same representations placed over a neutral background face (50% White; 50% Black). Image-based analyses show significant effects of culture and face ethnicity, but no interaction between the two factors. Western representations were more likely to be judged as expressing pain than African representations. For both cultural groups, raters also perceived more pain in White face representations than in Black face representations. However, when changing the background stimulus to the neutral background face, this effect of face ethnic profile disappeared. Overall, these results suggest that individuals have different expectations of how pain is expressed by Black and White individuals, and that cultural factors may explain a part of this phenomenon     

INTERMITTENT REGRESSIONS IN A SERIAL AFTERIMAGE EXPERIMENT AS SIGNS OF SCHIZOPHRENIA

S mith G. J. W., R uuth E., F ranzén G. & S jöholm L. Intermittent regressions in a serial afterimage experiment as signs of schizophrenia. Scand. J. Psychol ., 1972 , 13 , 27 33.—A group of 35 young patients suspected of schizophrenia were tested in a serial afterimage (AI) experiment and were also rated on the Rockland-Pollin scale. Subjects with high psychotic scores showed one or more regressions to immature (size-constant, positive, physiognomic) images in their Al serials, images typical of children who cannot clearly distinguish their Ails as subjective phenomena distinct from the outside world. The Al test thus indicates schizophrenics to be characterized by intermittent withdrawal into a world of experiencing the self and non-self as not clearly distinguished. Regressions were rare in two control groups.     

The organization of motivated and conditional reflex processes

Recent observations on the plasticity of brain and behavior relationships indicate that the temporary connections between environmental and neuroanatomical substrates have tremendous specificity but at the same time are very plastic. Establishment of a conditional reflex by stimulation of the hippocampal pyramidal layer and/or the mesencephalic reticular formation did not interfere with the differential stimulation of very near points in the same structures. These correlations between brain and behavior confirmed the earlier belief that the development of temporary connections between environment and brain is an elementary process of the central nervous system. Complex behavioral functions are organized through both neuronal and humoral afferentation. Data accumulated recently indicate that the descending forebrain influence is inhibitory in the brain stem and diencephalon and controls the sensory input in a somatomotor-specific and situation-specific manner. Humoral factors affecting thresholds can change the dynamic equilibrium existing between ascending excitatory and descending inhibitory systems; these alterations always follow the rule of situation and somatomotor specificity.