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.     

Implicit and explicit COVID-19-vaccine harmfulness/helpfulness associations predict vaccine beliefs,intentions, and behaviors

We investigated the role of implicit and explicit associations between harm and COVID-19 vaccines using a large sample (N = 4668) of online volunteers. The participants completed a brief implicit association test and explicit measures to evaluate the extent to which they associated COVID-19 vaccines with concepts of harmfulness or helpfulness. We examined the relationship between these harmfulness/helpfulness COVID-19 vaccine associations and vaccination status, intentions, beliefs, and behavior. We found that stronger implicit and explicit associations that COVID-19 vaccines are helpful relate to vaccination status and beliefs about the COVID-19 vaccine. That is, stronger pro-helpful COVID-19 vaccine associations, both implicitly and explicitly, related to greater intentions to be vaccinated, more positive beliefs about the vaccine, and greater vaccine uptake.     

A comparison of leverpress and head-poke discriminated Sidman avoidance

A discriminated Sidman avoidance procedure used by Forgione (1970) was replicated using a head-poke response instead of a leverpress as the avoidance operant. The resultant data were described in terms of the five dependent measures reported by Forgione. Head-poke avoidance was found to be more efficient than its leverpress counterpart and compared very favorably with the lever-disabling (or shock-timer-on) procedure used by Forgione to break up inefficient leverpress behavior patterns.     

Book reviews

Encyclopaedia of Linguistics, Information and Control. Edited by A. R. Meetham with the assistance of R. A. Hudson. Oxford: Pergamon Press. 1969. Pp. xiv + 718. 300s.

The Biological Basis of Personality. By H. J. Eysenck. Springfield: Thomas. 1968. Pp. xv + 399. $18.50.

Scientific Basis of Dvug Dependence. Biological Council Symposium. Edited by H. Steinberg. London: Churchill. 1969. Pp. 429. 100s.

Minnesota Symposia on Child Psychology, Vol. 2. Edited by John P. Hill. Minneapolis: University of Minnesota Press. 1969. Pp. viii + 172.

Memory and Attention: an introduction to human information processes. By Donald A. Norman. Chichester, Sussex: John Wiley. 1969. Pp. ix + 201. 84s. (cloth); 44s. (paper). Verbal Learning and Memory: selected readings. By Leo Postman and Geoffrey Keppel. Harmondsworth: Penguin Books. 1969. Pp. 501. 12s.

Handbuch der Kinderheilkunde. Edited by H. Opitz and F. Schmidt. Rand VIII/I: Neurologie-Psychologic-Psychiatrie. Redigiert von F. Schmidt und H. Asperger. Berlin: Springer Verlag. Pp. 1060. Price DM385, S96.25.

Digital Computing. By R. S. Lehman and D. E. Bailey. London: John Wiley & Sons Ltd. 1969. Pp. xxiv + 303. 79s.

Real-Time Computers. By W. R. Uttal. New York: Harper & Row. 1968. Pp. xiv + 338. 93s.     

Reinforcing self-help group activities of welfare recipients

The attendance rates of welfare recipients at self-help group meetings was compared when supplementary reinforcement was given for attending and when it was not. Reinforcers included donated items, such as clothing and household goods, and information about welfare services. It was found that the attendance at meetings averaged three recipients per meeting without reinforcement and 15 recipients per meeting with reinforcement. There was evidence that attendance was associated with participation in other self-help activities. It was concluded that practical forms of reinforcement can be found to maintain the participation of severely disadvantaged populations in self-help groups.     

Manipulation of self-destruction in three retarded children

The study attempted to isolate some of the environmental conditions that controlled the self-destructive behavior of three severely retarded and psychotic children. In the extinction study subjects were placed in a room where they were allowed to hurt themselves, isolated from interpersonal contact. They eventually ceased to hurt themselves in that situation, the rate of self-destruction falling gradually over successive days. In the punishment study, subjects were administered painful electric shock contingent on the self-destructive behavior. (1) The self-destructive behavior was immediately suppressed. (2) The behavior recurred when shock was removed. (3) The suppression was selective, both across physical locales and interpersonal situations, as a function of the presence of shock. (4) Generalized effects on other, non-shock behaviors, appeared in a clinically desirable direction. Finally, a study was reported where self-destructive behavior increased when certain social attentions were given contingent upon that behavior.