Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket

Pfeiffer J, Pfeiffer T, Greif-Winzrieth A, Meißner M, Renner P, Weinhardt C (2017)
In: AC 2017: Augmented Cognition. Neurocognition and Machine Learning. Schmorrow DD, Fidopiastis CM (Eds); Lecture Notes in Computer Science, 10284. Springer International Publishing: 219-235.

Konferenzbeitrag | Veröffentlicht | Englisch
 
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Autor*in
Pfeiffer, Jella; Pfeiffer, ThiesUniBi ; Greif-Winzrieth, Anke; Meißner, Martin; Renner, PatrickUniBi ; Weinhardt, Christof
Herausgeber*in
Schmorrow, Dylan D.; Fidopiastis, Cali M.
Abstract / Bemerkung
In many everyday purchase decisions, consumers have to trade-off their decisions between alternatives. For example, consumers often have to decide whether to buy the more expensive high quality product or the less expensive product of lower quality. Marketing researchers are especially interested in finding out how consumers make decisions when facing such trade-off conflicts and eye-tracking has been used as a tool to investigate the allocation of attention in such situations. Conflicting decision situations are also particularly interesting for human-computer interaction research because designers may use knowledge about the information acquisition behavior to build assistance systems which can help the user to solve the trade-off conflict. In this paper, we build and test such an assistance system that monitors the user's information acquisition processes using mobile eye-tracking in the virtual reality. In particular, we test whether and how strongly the trade-off conflict influences how consumers direct their attention to products and features. We find that trade-off conflict, task experience and task involvement significantly influence how much attention products receive. We discuss how this knowledge might be used in the future to build assistance systems in the form of attentive smart glasses.
Stichworte
Smart Glasses; Virtual Supermarket; Purchase Decisions
Erscheinungsjahr
2017
Titel des Konferenzbandes
AC 2017: Augmented Cognition. Neurocognition and Machine Learning
forms.conference.field.series_title_volume.series_title.label
Lecture Notes in Computer Science
Band
10284
Seite(n)
219-235
Konferenz
HCI International 2017 - Augmented Cognition
Konferenzort
Vancouver
Konferenzdatum
2017-07-09 – 2017-07-14
ISBN
978-3-319-58627-4, 978-3-319-58628-1
ISSN
0302-9743, 1611-3349
Page URI
https://pub.uni-bielefeld.de/record/2913139

Zitieren

Pfeiffer J, Pfeiffer T, Greif-Winzrieth A, Meißner M, Renner P, Weinhardt C. Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket. In: Schmorrow DD, Fidopiastis CM, eds. AC 2017: Augmented Cognition. Neurocognition and Machine Learning. Lecture Notes in Computer Science. Vol 10284. Springer International Publishing; 2017: 219-235.
Pfeiffer, J., Pfeiffer, T., Greif-Winzrieth, A., Meißner, M., Renner, P., & Weinhardt, C. (2017). Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket. In D. D. Schmorrow & C. M. Fidopiastis (Eds.), Lecture Notes in Computer Science: Vol. 10284. AC 2017: Augmented Cognition. Neurocognition and Machine Learning (pp. 219-235). Springer International Publishing. doi:10.1007/978-3-319-58628-1
Pfeiffer, J., Pfeiffer, T., Greif-Winzrieth, A., Meißner, M., Renner, P., and Weinhardt, C. (2017). “Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket” in AC 2017: Augmented Cognition. Neurocognition and Machine Learning, Schmorrow, D. D., and Fidopiastis, C. M. eds. Lecture Notes in Computer Science, vol. 10284, (Springer International Publishing), 219-235.
Pfeiffer, J., et al., 2017. Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket. In D. D. Schmorrow & C. M. Fidopiastis, eds. AC 2017: Augmented Cognition. Neurocognition and Machine Learning. Lecture Notes in Computer Science. no.10284 Springer International Publishing, pp. 219-235.
J. Pfeiffer, et al., “Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket”, AC 2017: Augmented Cognition. Neurocognition and Machine Learning, D.D. Schmorrow and C.M. Fidopiastis, eds., Lecture Notes in Computer Science, vol. 10284, Springer International Publishing, 2017, pp.219-235.
Pfeiffer, J., Pfeiffer, T., Greif-Winzrieth, A., Meißner, M., Renner, P., Weinhardt, C.: Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket. In: Schmorrow, D.D. and Fidopiastis, C.M. (eds.) AC 2017: Augmented Cognition. Neurocognition and Machine Learning. Lecture Notes in Computer Science. 10284, p. 219-235. Springer International Publishing (2017).
Pfeiffer, Jella, Pfeiffer, Thies, Greif-Winzrieth, Anke, Meißner, Martin, Renner, Patrick, and Weinhardt, Christof. “Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket”. AC 2017: Augmented Cognition. Neurocognition and Machine Learning. Ed. Dylan D. Schmorrow and Cali M. Fidopiastis. Springer International Publishing, 2017.Vol. 10284. Lecture Notes in Computer Science. 219-235.

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