What drives technology-enhanced storytelling immersion? The role of digital humans

Realizing consumers' existential dreams via product marketing and mixed reality: a perspective based on affective neuroscience theories

In an era of swift societal changes and escalating consumerism, this paper presents an exploration of an innovative approach that integrates product marketing strategies, mixed reality (MR) technology, and affective neuroscience theories to actualize consumers' existential dreams. MR, with its unique capacity to blend the virtual and real worlds, can enhance the consumer experience by creating immersive, personalized environments that resonate with consumers' existential aspirations. Insights from affective neuroscience, specifically the brain's processing of emotions, guide the development of emotionally engaging marketing strategies, which strengthen the connection between consumers, products, and brands. These integrated strategies not only present a novel blueprint for companies to deepen consumer engagement but also promise more fulfilling and meaningful consumer experiences. Moreover, this approach contributes to societal well-being and prosperity, marking a significant stride in the field of marketing.

A probe into the developmental pattern of public art education in colleges and universities from the perspective of new media

The integration of public art education and new media in colleges and universities remains a trend which cannot be stopped. As new media has had a beneficial impact on teaching content, forms of teaching, and teaching effects, it has also created various challenges for public art education in colleges and universities. While investigating the current state of integrating new media with public art education in colleges and universities, it was found that the impact of new media benefits more than it harms, whether it be online, in-person, theoretical, or practical teaching. Based on the current state, future policy focus, the direction of new media's changes, and the depth of cultural and art resources, new media and public art education in colleges and universities will continue to deepen integration and show further improvement. Using a survey of more than a dozen universities in the Jiangsu Province and the results of a questionnaire survey of 116 college students, this paper probes into the changes in public art education in colleges and universities in the new media era and explores the future developmental pattern of public art education in colleges and universities both internally and externally.

Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality

In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers' recollection of immersive experiences.

Designing Immersive Sustainable Food Experiences in Augmented Reality: A Consumer Participatory Co-Creation Approach

In light of the current debate on the impact of our current food system on climate change and related mitigation strategies, addressing the acceptance of sustainability aspects within consumer behavioral issues is of vital importance. However, the field remains mute on how those strategies can be designed and employed effectively to stimulate sustainable food consumption behavior. Immersive narrative design is a promising approach to engaging consumers in this context. Within this study, we shed light on how to create immersive, impactful, interactive narratives in augmented reality (AR) together with consumers. We propose a novel approach to how those stories can be planned, utilizing participatory design methods. Within a step-wise process, we develop the storyboard together with consumers. In the next step, we evaluate multiple approaches with AR application developers on how this storyline can be enhanced in AR considering the perspective of various stakeholders like developers, behavioral scientists, and consumers. Finally, we propose a conceptual framework for how immersive narratives can be designed and validated in a collaborative, multidimensional approach for impactful AR narrative content designs to stimulate sustainable food behavior for consumers.