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Augmenting the reality of decision-making: Comparing and combining product experiences’ influence on choice difficulty and mental imagery Vrije Universiteit Brussel Hasselt University

Maaike Ven, Lieve Douce, Kim Willems, Felitsa Anne-Marie Rademakers, Malaika Brengman, Philippine Loupiac
Companies are increasingly adopting augmented reality (AR) to provide new virtual product experiences for consumers. Despite practical and academic interest, AR’s potential to reduce the negative effects of choice overload remains largely unexplored. Drawing on cognitive load theory, this article compares and combines AR with a more indirect product experience (i.e., physical product swatches) to examine the relationships between mental imagery, ...

Pathways to Facebook addiction: A cross-sectional study exploring the relationship between Facebook addiction and activity and the mediating role of self-image congruence & Facebook commitment. Vrije Universiteit Brussel

Johan Hellemans, Amber Priem, Kim Willems, Malaika Brengman
Background: The self-image congruence effect, a social psychological phenomenon, suggests that individuals prefer and are more satisfied with products and brands that align with their self-image. Previous research, where actual self-confirmation is a key motive in engaging with the platform, has linked this concept to Facebook commitment. The congruence between a user's self-perception and their digital persona on social media, may intensify ...

The impact of virtual reality on customer engagement in tourism marketing Vrije Universiteit Brussel

Kim Willems, Malaika Brengman

Recent research has demonstrated that virtual reality (VR) (as compared to traditional tourist destination representation media like photographs) results in stronger engagement and higher purchase intentions among Millennial tourists. In this chapter, we aim to find out to what extent these positive results can be generalized on three bases: (1) age; (2) gender; and (3) the stage of buyer readiness in the orientation stage of booking a trip. ...

How Facebook’s Brand Personality Affects Brand Commitment and Preference: The Mediating Role of Self-image Congruence Vrije Universiteit Brussel

Johan Hellemans, Kim Willems, Malaika Brengman
There needs to be more research on how self-image congruence affects consumer outcomes concerning social network site (SNS) brands. As SNSs like Facebook continue to grow, they must position themselves effectively to stand out from their competitors. This study aims to contribute to our understanding of this topic by exploring the mediating effect of self-image congruence on brand personality (BP), brand commitment, and preference for the ...

Customer Engagement in Multi-Sensory Virtual Reality Advertising Vrije Universiteit Brussel Hasselt University

Malaika Brengman, Kim Willems, Laurens De Gauquier

Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via visual and auditory cues. Human beings use more senses to gather information, so expectedly, the full potential of this medium is currently not yet tapped. This study contributes in answering two research questions: (1) How can conventional VR ads be enriched by also addressing the forgotten sense of smell?; and (2) Does doing so indeed ...

Assessing levels of traditionality and naturalness depicted on labels of fermented meat products in the retail Vrije Universiteit Brussel

Christina Charmpi, Emiel Niels Van Reckem, Wim Jan L Geeraerts, David van der Veken, Wouter Ryckbosch, Frédéric Leroy, Malaika Brengman

Food labelling is a tool to inform consumers about the specifications and characteristics of a product. Additionally, labels display information about traditionality and naturalness, of which the meaning is highly subjective. There is a paucity of research examining attributes both of tradition and naturalness. In this study, traditionality was assessed by a model that included temporal, geographical, know-how, and cultural components. ...

From stopping to shopping Vrije Universiteit Brussel

Malaika Brengman, Laurens De Gauquier, Kim Willems, Bram Vanderborght

This study investigates the effectiveness of a humanoid service robot (HSR) versus a tablet service kiosk (TSK) along the stages of the point-of-sale (POS) conversion funnel. The observational data gathered by means of a field experiment show that the HSR elicited 26 times more interactions (i.e., passersby touching the screen) than the TSK and that these interactions lasted almost +50% as long. Moreover, more people looked at the store and ...

In or Out? A Field Observational Study on the Placement of Entertaining Robots in Retailing Vrije Universiteit Brussel Hasselt University

Laurens De Gauquier, Malaika Brengman, Kim Willems, Hoang-Long Cao, Bram Vanderborght
Structured abstract
Purpose
The purpose of this paper is to empirically investigate the role of the placement (i.e., location) of humanoid service robots (HSRs) for entertainment applications in retailing by inspecting a multitude of performance metrics along the point-of-sale (POS) conversion funnel.

Design/Methodology
The study was conducted using unobtrusive observations at a Belgian chocolate store. In total, 42 ...