Built Environment Evaluation in Virtual Reality Environments—A Cognitive Neuroscience Approach

From E-Commerce to the Metaverse: A Neuroscientific Analysis of Digital Consumer Behavior

The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers' emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users' cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field.

The use of Virtual Reality (VR) to assess the impact of geographical environments on walking and cycling: a systematic literature review

BACKGROUND

Geographical environments influence people's active mobility behaviors, contributing to their physical and mental health. The use of Virtual Reality (VR) in experimental research can unveil new insights into the relationship between exposure to geographic environments and active mobility behaviors. This systematic review aims to (1) identify environmental attributes investigated in relation with walking and cycling, using VR, (2) assess their impacts on active mobility behaviors and attitudes, and (3) identify research gaps, strengths and limitations in VR-based experimental research.

METHODS

Articles published between January 2010 and February 2022 within five databases (PubMed, Scopus, EBSCO, IEEE Xplore, and Cochrane Library) were explored using three keywords and their synonyms: Virtual Reality, Active mobility behavior, and Geographical environments. Studies focusing on indoor environments, driving simulation, disease-specific groups, non-relevant disciplines (e.g. military, emergency evacuation), VR methodology/software optimization, and those with static participants' involvement were excluded. The full protocol is available from PROSPERO (ID = CRD42022308366).

RESULTS

Out of 3255 articles, 18 peer-reviewed papers met the selection criteria, mostly focusing on walking (83%). Most studies used head-mounted displays (94%) and relied on convenience sampling (72% below 100 participants). Both static (33%) and dynamic (45%) environmental attributes have been investigated, with only 22% of them simultaneously in the same virtual environment. Greenness and crowd density were the most frequent attributes, rather consistently associated with emotional states and movement behaviors. Few studies have taken into account participant's previous VR experience (33%) and cybersickness (39%) while both are likely to affect an individual's perception and behavior.

CONCLUSIONS

Future research should explore a broader range of environmental attributes, including static and dynamic ones, as well as a more complex integration of these attributes within a single experiment to mimic the effect of realistic environments on people's active mobility behaviors and attitudes. Larger and more diverse population samples are deemed required to improve result generalizability. Despite methodological challenges, VR emerges as a promising tool to disentangle the effect of complex environments on active mobility behaviors.

Designing environments that contribute to a reduction in the progression of Parkinson's disease; a literature review

Parkinson's Disease (PD), a prevalent neurological disorder, causes physical difficulties like stiffness and impaired walking and affects patients' emotional well-being. Regular exercise and exposure to enriched environments are crucial to managing these symptoms. This review aims to extract evidence from studies regarding built environments' impact on reducing the progression of PD. Keywords from 2005 to 2022 were used in five databases, including PubMed, Clarivate Web of Science, UGA Library, and Google Scholar. Many studies emphasized physiotherapy and training for physical enhancement, often utilizing virtual games and smart devices. Others highlighted the advantages of non-slip flooring and accessible outdoor spaces, with some based on universal design principles. Few studies considered the emotional impact of built environments, showing a considerable gap in the studies simultaneously evaluating psychological and physical perspectives of Parkinson-friendly environments. There needs to be more consistency when considering these aspects of planning. Our findings suggest future research modeling enriched environments and tracking their impact on patients via Virtual Reality to find a comprehensive guideline for the most effective PD management environments.

Assessing Virtual Reality Spaces for Elders Using Image-Based Sentiment Analysis and Stress Level Detection

Seniors, in order to be able to fight loneliness, need to communicate with other people and be engaged in activities to keep their minds active to increase their social capital. There is an intensified interest in the development of social virtual reality environments, either by commerce or by academia, to address the problem of social isolation of older people. Due to the vulnerability of the social group involved in this field of research, the need for the application of evaluation methods regarding the proposed VR environments becomes even more important. The range of techniques that can be exploited in this field is constantly expanding, with visual sentiment analysis being a characteristic example. In this study, we introduce the use of image-based sentiment analysis and behavioural analysis as a technique to assess a social VR space for elders and present some promising preliminary results.

Assessing the association between subjective evaluation of space qualities and physiological responses through cinematic environments' emotion-eliciting stimuli

Objectives

Human perception of the built environment affects emotional and physiological states. This research focused on the association between evaluating a space's visual qualities and physiological responses by mediating film contents to indicate the association between physiological indicators and assessing the quality of space in the presence of environmental stimuli.

Method

Data collection was conducted using a psychological questionnaire and physiological indicators of heart rate (HR), blood pressure (BP), skin resistance level (SRL), and body temperature (BT) during the film screening. The ANOVA was conducted to compare different variables in the three films alongside linear regression to analyze the impact of variables on space quality. Spearman correlation coefficient analyses were performed to find the association between variables.

Results

The descriptive statistics showed significant changes in psychological and physiological variables in films. Associations between the NAQ factor and physiological changes in HR, SBP, and DBP factors were significant. The results derived from the simple and multiple linear regressions depicted the significant impact of physiological factors on HR and BP on perceiving the quality of space.

Conclusion

It was concluded that physiological changes caused by emotional arousal could be strongly associated with psychological assessments. Stimuli-affected video contents illustrating architectural spaces could efficiently extract the impact of physiological states and human cognitive responses to the space quality. Physiological characteristics related to the space appraisal could help realize the human-environment interaction in a multi-layered approach to the built environment and spatial cognition.

Cities and neuroscience research: A systematic literature review

Background

Cities are becoming the socio-economic hubs for most of the world's population. Understanding how our surroundings can mentally affect everyday life has become crucial to integrate environmental sustainability into urban development. The present review aims to explore the empirical studies investigating neural mechanisms underlying cognitive and emotional processes elicited by the exposure to different urban built and natural spaces. It also tries to identify new research questions and to leverage neurourbanism as a framework to achieve healthier and sustainable cities.

Methods

By following the PRISMA framework, we conducted a structured search on PubMed, ProQuest, Web of Science, and Scopus databases. Only articles related to how urban environment-built or natural-affects brain activity through objective measurement (with either imaging or electrophysiological techniques) were considered. Further inclusion criteria were studies on human adult populations, peer-reviewed, and in English language.

Results

Sixty-two articles met the inclusion criteria. They were qualitatively assessed and analyzed to determine the main findings and emerging concepts. Overall, the results suggest that urban built exposure (when compared to natural spaces) elicit activations in brain regions or networks strongly related to perceptual, attentional, and (spatial) cognitive demands. The city's-built environment also triggers neural circuits linked to stress and negative affect. Convergence of these findings was observed across neuroscience techniques, and for both laboratory and real-life settings. Additionally, evidence also showed associations between neural social stress processing with urban upbringing or current city living-suggesting a mechanistic link to certain mood and anxiety disorders. Finally, environmental diversity was found to be critical for positive affect and individual well-being.

Conclusion

Contemporary human-environment interactions and planetary challenges imply greater understanding of the neurological underpinnings on how the urban space affects cognition and emotion. This review provides scientific evidence that could be applied for policy making on improved urban mental health. Several studies showed that high-quality green or blue spaces, and bio-diverse urban areas, are important allies for positive neural, cognitive, and emotional processes. Nonetheless, the spatial perception in social contexts (e.g., city overcrowding) deserves further attention by urban planners and scientists. The implications of these observations for some theories in environmental psychology and research are discussed. Future work should take advantage of technological advancements to better characterize behavior, brain physiology, and environmental factors and apply them to the remaining complexity of contemporary cities.

Research on Night Light Comfort of Pedestrian Space in Urban Park

The outdoor light environment significantly affects aspects of public psychological and physiological health. This study conducted experiments to quantify the effects of the light environment on visitor light comfort in urban park pedestrian space. Nine sets of lighting conditions with different average horizontal illuminance (2 lx, 6 lx, 10 lx) and colour temperatures (5600 K, 4300 K, 3000 K) were established virtual reality scenarios. Subjective light comfort was evaluated, and electroencephalogram (EEG) was measured on 18 subjects to comprehensively study the effects of different light environments on human light comfort. The results of the comprehensive evaluation showed that colour temperature had a very significant impact on subjective light comfort, with warm light being generally more favourable than cool light in enhancing human subjective light comfort. The results of the EEG analysis show that the average horizontal illuminance is an important factor in the level of physiological fatigue, and that physiological fatigue can be maintained in a superior state at an appropriate level of illuminance. Based on the results of both subjective and objective factors, a comprehensive analysis was carried out to propose a range of average horizontal illuminance (4.08 lx, 6.99 lx) and a range of colour temperature (3126 K, 4498 K) for the comprehensive light comfort zone in urban park pedestrian space.

Effects of Changes to Architectural Elements on Human Relaxation-Arousal Responses: Based on VR and EEG

This study combines electroencephalogram (EEG) with virtual reality (VR) technologies to measure the EEG responses of users experiencing changes to architectural elements. We analyze the ratio of alpha to beta waves (RAB) indicators to determine the pre- and poststimulation changes. In our methodology, thirty-three females experience using private rooms in a postpartum care center participated in the experiment. Their brain waves are measured while they are experiencing the VR space of a private room in a postpartum care center. Three architectural elements (i.e., aspect ratio of space, ceiling height, and window ratio) are varied in the VR space. In addition, a self-report questionnaire is administered to examine whether the responses are consistent with the results of the EEG response analysis. As a result, statistically significant differences (p < 0.05) are observed in the changes in the RAB indicator values of the pre- and poststimulation EEG while the subjects are experiencing the VR space where the architectural elements are varied. That is, the effects of the changes to architectural elements on users’ relaxation-arousal responses are statistically verified. Notably, in all the RAB indicator values where significant differences are observed, the poststimulation RAB decreases in comparison to the prestimulus ratios, which is indicative of the arousal response. However, the arousal levels vary across the architectural elements, which implies it would be possible to find out the elements that could induce less arousal response using the proposed method. Moreover, following the experience in the VR space, certain lobes of the brain (F4 and P3 EEG channels) show statistically significant differences in the relaxation-arousal responses. Unlike previous studies, which measured users’ physiological responses to abstract and primordial spatial elements, this study extends the boundaries of the literature by applying the architectural elements applicable to design in practice.