Project: Research

Project Details


Measuring and designing user experience in retail and gaming virtual reality using a CAVE set-up

In this project we designed and measured user experiences in a CAVE virtual reality set-up. Virtually all studies have taken the form of experiment studies and have been conducted among consumers (in total more than 1500 consumers) who had to visit the virtual world with assignments based on which behaviour has been observed and after which a survey was conducted afterwards. The studies were carried out within the three lines of inquiry: a. Branded games / in-game advertising, revealing (positive) effects of in-game advertising on attention and attitude based on logos and faces incorporated into the games. Various applications (prototypes) have been developed that stimulate the shopping experience and the interaction between shop and consumer. (b) FMCG: studies answered the question which factors influence search and choice behaviour in the supermarket. On the basis of the studies, the clients have designed new packaging and adapted existing designs, deployed new shelf layouts, developed and implemented new Retail strategies, optimized instore communication and (e) the knowledge about consumer behaviour in the supermarket within the organization has been increased. (c) Location Based Advertising: recommendations have been made for the partners concerned and the field of work on (a) development of non-intrusive pervasive/ubiquitous advertising concepts (2nd screen, LBA, gaze-based advertising etc.), (b) development of virtual test environments and associated interaction methods and (c) exploration and review of theoretical models for persuasive communication and behavioural influence.

Partners: Heinz, Nokia, DVJ-Insights, Radboud University, Brand Loyalty, IRI, Talpa, TU/e, Philips

Effective start/end date1/01/1131/12/16




  • virtual reality
  • consumer behaviour

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  • Research Output

    The perceived risk and the high involvement product purchase : location based advertisements as risk reduction strategy

    Schultz, I., Kovacs, MH. & Janssen, DP., 4 Jun 2016.

    Research output: Contribution to conferencePaper

  • The perceived risk and the high involvement product purchase : Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases

    Schultz, IED., Kovacs, MH. & Janssen, DP., 2016, In : Cogent Business & Management. 3, 1, p. 1-11 12 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
  • Virtual reality: creating a bridge between story and experience?

    Van Gisbergen, MS., 3 Mar 2016.

    Research output: Contribution to conferencePaper

  • Activities

    • 2 Guest lectures/talks/presentations (not at a conference)

    FMGC studies in a virtual envirnoment: location based advertising, asssortment size and shelf space, congruency of background music and scent, and the label 'organic' on packages

    M S Van Gisbergen (Speaker), & AL Peeters (Speaker)

    10 Jul 2012

    Activity: Talk or presentationGuest lectures/talks/presentations (not at a conference)

    Virtual cave: an overview of insights

    HA Bouwknegt (Speaker), , AE Hühn (Speaker), & Marnix van Gisbergen (Speaker)

    1 Jan 2012

    Activity: Talk or presentationGuest lectures/talks/presentations (not at a conference)

    Press / Media

    Welcome to the virtual supermarket

    HA Bouwknegt & Marnix van Gisbergen


    1 Media contribution

    Press/Media: Press / Media


    Amma Award - Hans du Chatinier prijs voor studenten

    AE Hühn (Recipient), 10 May 2012

    Prize: Prize (including medals and awards)