An Examination of the Relationship Between Visualization Media and Consumer Product Evaluation

Virtual product presentations that rely on static images and text are often insufficient to communicate all the information that is necessary to accurately evaluate a product. Technologies such as Virtual Reality (VR) or Augmented Reality (AR) have enabled more sophisticated representation methods, but certain product characteristics are difficult to assess and may result in perceptual differences when a product is evaluated in different visual media. In this article, we report two case studies in which a group of participants evaluated three designs of two product typologies (i.e., a desktop telephone and a coffee maker) as presented in three different visual media (i.e., photorealistic renderings, AR, and VR for the first case study; and photographs, a non-immersive virtual environment, and AR for the second case study) using eight semantic scales. An inferential statistical method using Aligned Rank Transform (ART) proceedings was applied to determine perceptual differences between groups. Our results show that in both cases product attributes in Jordan's physio-pleasure category are the most affected by the presentation media. The socio-pleasure category was also affected for the case of the coffee makers. The level of immersion afforded by the medium significantly affects product evaluation.