著者らは、財政的支援のため、タイ王国政府、欧州地域開発基金、オランダのGelderlandとOverijssel（グラント番号2011P017004）を認めたいと考えています。論文の内容は、著者の見解だけを反映しています。著者は、Noldus情報技術のGreenDinoとTobias HeffelaarのAndrea Poelstraの技術的な話題に関する貴重なご意見をお寄せいただきありがとうございます。

<ol>
	<li>Gorini, A., Griez, E., Petrova, A., Riva, G. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Assessment+of+the+emotional+responses+produced+by+exposure+to+real+food,+virtual+food+and+photographs+of+food+in+patients+affected+by+eating+disorders.">Assessment of the emotional responses produced by exposure to real food, virtual food and photographs of food in patients affected by eating disorders.</a> Ann Gen Psychiatry. 9 (1), 30-39 (2010).</li><li>Sutherland, I. E. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+ultimate+display.">The ultimate display.</a> Proceedings of the IFIP Congress. 65 (2), 506-508 (1965).</li><li>Steuer, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Defining+virtual+reality:+Dimensions+determining+telepresence.">Defining virtual reality: Dimensions determining telepresence.</a> J. Commun. 42 (4), 73-93 (1992).</li><li>Witmer, B. G., Singer, M. J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Measuring+presence+in+virtual+environments:+A+presence+questionnaire.">Measuring presence in virtual environments: A presence questionnaire.</a> Presence. 7 (3), 225-240 (1998).</li><li>Ba&#241;os, R. M., Botella, C., Garcia-Palacios, A., Villa, H., Perpi&#241;a, C., Alca&#241;iz, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Presence+and+Reality+Judgment+in+Virtual+Environments:+A+Unitary+Construct.">Presence and Reality Judgment in Virtual Environments: A Unitary Construct.</a> Cyberpsychol Behav. 3 (3), 327-335 (2004).</li><li>Lessiter, J., Freeman, J., Keogh, E., Davidoff, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=A+cross-media+presence+questionnaire:+The+ITC-Sense+of+Presence+Inventory.">A cross-media presence questionnaire: The ITC-Sense of Presence Inventory.</a> Presence-Teleop Virt. 10 (3), 282-297 (2001).</li><li>Witmer, B. G., Singer, M. J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Measuring+presence+in+virtual+environments:+A+presence+questionnaire.">Measuring presence in virtual environments: A presence questionnaire.</a> Presence. 7 (3), 225-240 (1998).</li><li>Slater, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Place+illusion+and+plausibility+can+lead+to+realistic+behaviour+in+immersive+virtual+environments.">Place illusion and plausibility can lead to realistic behaviour in immersive virtual environments.</a> Phil. Trans. R. Soc. B. 364 (1535), 3549-3557 (2009).</li><li>Zygouris, S., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Can+a+virtual+reality+cognitive+training+application+fulfill+a+dual+role?+Using+the+virtual+supermarket+cognitive+training+application+as+a+screening+tool+for+mild+cognitive+impairment.">Can a virtual reality cognitive training application fulfill a dual role? Using the virtual supermarket cognitive training application as a screening tool for mild cognitive impairment.</a> J. Alzheimers Dis. 44 (4), 1333-1347 (2015).</li><li>Waterlander, W. E., Mhurchu, C. N., Steenhuis, I. H. M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Effects+of+a+price+increase+on+purchases+of+sugar+sweetened+beverages.+Results+from+a+randomized+controlled+trial.">Effects of a price increase on purchases of sugar sweetened beverages. Results from a randomized controlled trial.</a> Appetite. 78, 32-39 (2014).</li><li>Waterlander, W. E., Steenhuis, I. H., de Boer, M. R., Schuit, A. J., Seidell, J. C. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+effects+of+a+25%+discount+on+fruits+and+vegetables:+Results+of+a+randomized+trial+in+a+three-dimensional+web-based+supermarket.">The effects of a 25% discount on fruits and vegetables: Results of a randomized trial in a three-dimensional web-based supermarket.</a> Int J Behav Nutr Phys Act. 9 (1), 11-22 (2012).</li><li>Waterlander, W. E., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Study+protocol:+combining+experimental+methods,+econometrics+and+simulation+modelling+to+determine+price+elasticities+for+studying+food+taxes+and+subsidies+(The+Price+ExaM+Study).">Study protocol: combining experimental methods, econometrics and simulation modelling to determine price elasticities for studying food taxes and subsidies (The Price ExaM Study).</a> BMC Public Health. 16 (1), 601-614 (2016).</li><li>Kim, A. E., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Influence+of+Point-of-Sale+Tobacco+Displays+and+Graphic+Health+Warning+Signs+on+Adults:+Evidence+From+a+Virtual+Store+Experimental+Study.">Influence of Point-of-Sale Tobacco Displays and Graphic Health Warning Signs on Adults: Evidence From a Virtual Store Experimental Study.</a> Am J Public Health. 104 (5), 888-895 (2014).</li><li>van Herpen, E., Immink, V., van Den Puttelaar, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Organics+unpacked:+The+influence+of+packaging+on+the+choice+for+organic+fruits+and+vegetables.">Organics unpacked: The influence of packaging on the choice for organic fruits and vegetables.</a> Food Qual Prefer. 53, 90-96 (2016).</li><li>Ducrot, P., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Impact+of+Different+Front-of-Pack+Nutrition+Labels+on+Consumer+Purchasing+Intentions:+A+Randomized+Controlled+Trial:+A+Randomized+Controlled+Trial.">Impact of Different Front-of-Pack Nutrition Labels on Consumer Purchasing Intentions: A Randomized Controlled Trial: A Randomized Controlled Trial.</a> Am J Prev Med. 50 (5), 627-636 (2015).</li><li>van Herpen, E., Pieters, R., Zeelenberg, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=When+demand+accelerates+demand:+Trailing+the+bandwagon.">When demand accelerates demand: Trailing the bandwagon.</a> J Consum Psychol. 19 (3), 302-312 (2009).</li><li>Berneburg, A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Interactive+3D+simulations+in+measuring+consumer+preferences:+Friend+or+foe+to+test+results.">Interactive 3D simulations in measuring consumer preferences: Friend or foe to test results.</a> J. interact. advert. 8 (1), 1-13 (2007).</li><li>van Herpen, E., van den Broek, E., van Trijp, H. C., Yu, T. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Can+a+virtual+supermarket+bring+realism+into+the+lab?+Comparing+shopping+behavior+using+virtual+and+pictorial+store+representations+to+behavior+in+a+physical+store.">Can a virtual supermarket bring realism into the lab? Comparing shopping behavior using virtual and pictorial store representations to behavior in a physical store.</a> Appetite. 107, 196-207 (2016).</li><li>Khan, V. -. J., Nuijten, K. C., Desl&#233;, N. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Pervasive+Application+Evaluation+within+Virtual+Environments.">Pervasive Application Evaluation within Virtual Environments.</a> Proc. PECCS. , 261-264 (2011).</li><li>Rebelo, F., Duarte, E., Noriega, P., Soares, M. M., Karwowski, W., Soares, M. M., Stanton, N. A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Virtual+reality+in+consumer+product+design:+Methods+and+applications.">Virtual reality in consumer product design: Methods and applications.</a> Human factors and ergonomics in consumer product design. , 381-402 (2011).</li><li>Ruppert, B. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=New+directions+in+the+use+of+virtual+reality+for+food+shopping:+Marketing+and+education+perspectives.">New directions in the use of virtual reality for food shopping: Marketing and education perspectives.</a> J Diabetes Sci Technol. 5 (2), 315-318 (2011).</li><li>Waterlander, W., Mhurchu, C. N., Steenhuis, I., Xinxing, T. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+use+of+virtual+reality+in+studying+complex+interventions+in+our+every-day+food+environment.">The use of virtual reality in studying complex interventions in our every-day food environment.</a> Virtual reality-Human computer interaction. , 231-260 (2012).</li><li>Waterlander, W. E., Jiang, Y., Steenhuis, I. H. M., Mhurchu, C. N. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Using+a+3D+virtual+supermarket+to+measure+food+purchase+behavior:+A+validation+study.">Using a 3D virtual supermarket to measure food purchase behavior: A validation study.</a> J Med Internet Res. 17 (4), (2015).</li><li>Mikkelsen, B., H&#248;eg, E., Mangano, L., Serafin, S. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+Virtual+Foodscape+Simulator-gaming,+designing+and+measuring+food+behaviour+in+created+food+realities.">The Virtual Foodscape Simulator-gaming, designing and measuring food behaviour in created food realities.</a> Proc Meas Behav 2016. , (2016).</li></ol>

著者は何も開示することはない。

バーチャルストアは、人々が現実に近い物体を体験し反応することができる仮想環境を作り出すために開発された、より高度なコンピュータ技術の1つです。一般に、デスクトップ仮想ストアは、理解するのに短時間を要するユーザーフレンドリーなインターフェースで構成されています。しかし、いくつかの重要な点を考慮する必要があります。まず、バーチャルストアを構築する際の出発...

効果的な小売りマーケティングを達成するためには、消費者の店内行動を理解することが非常に重要であることは否定できない。この理解を助けるために、仮想ストアと呼ばれる高度なバーチャルリアリティテクノロジを使用すると、計算で作成された仮想環境を使用して消費者の行動を調べることができます。仮想店舗アプローチでは、仮想現実システムを使用して、人々が店舗内のオブジェクトとやりとりする現実的で没入型の3次元仮想店舗環境を生成します。このような仮想店舗環境では、人は人工的に作成された感覚体験を経験する。仮想ストア環境は、現実に存在するストア環境、または仮想ストア環境の現実的な表現のいずれかになります。また、仮想店舗は、制御されたフィールド実験（ すなわち、伝統的な消費者調査の中間的なツール（ すなわち、テキストベースの調査、フォーカスグループ、またはラボ実験）として見ることができます模擬店の環境）、およびフィールド調査（ すなわち、ビデオキャプチャ、個人的な観察、または製品の販売促進のテスト）で1。 バーチャルリアリティアプリケーションには、かなりの研究履歴があります。早くも1965年に、サザーランド2は音と触覚フィードバックを提供する仮想世界を含む彼の「究極のディスプレイ」コンセプトを述べました。もともと、注意が主に技術的なハードウェアに焦点を当てたが、これは仮想現実システムの影響への洞察を提供しないよう、注意が人間の経験3、4に移行しました。コンピュータ生成世界にいるの感覚「の存在は、」結果的に仮想現実体験5、6への鍵となっています。プレゼンスは、「環境にいることの主観的な経験」と定義されている一つは物理的に別に位置されたとき」。7この観点から、 『臨場感』とは、参加者から取得され、人が彼を知覚/自身が環境になるようにする程度のことをいうことができる。あるいは、スレーター8 PIは「錯視」（PI）と「幻想錯視」（Psi）と呼ばれる存在感と浸水の概念を区別していますPIは実際の場所にいる感覚を持っています。参加者が自分の知覚や環境を変えるために行うことができる反応（ 例えば、頭や目を動かして注視方向を変えたり、オブジェクトをつかむなど）をすることができます。同等の物理的環境で期待される応答と比較して、仮想現実システムは、仮想現実で知覚されるものをそれが実際に起こっているという幻想。 Psiにつながる重要な要素は、参加者が直接的なコントロールを持たない仮想環境内の事象が直接自分自身を参照するという幻覚を、仮想現実が提供することである。 Psiは、外部から発生したバーチャルリアリティの変化に応じて人々が明示する行動や反応をたどることで測定できます。例えば、仮想環境でアバターを見たときに人々の心拍数が増加すると、これは現実世界と同様の反応を示す可能性があります。したがって、この仮想現実システムは高いPsiを提供する。 バーチャルストア技術は、いくつかの目的を果たすためにビジネスおよび学術に導入されました。これは管理援助として、例えば企業のカテゴリ管理者が製品の棚番計画を策定するのを支援するために使用することができます。バーチャルストアはまた、患者のための食物に対する感情反応を測定するために、臨床的な設定でその使用を有する摂食障害1または軽度認知障害のスクリーニングツール9 。研究における仮想店舗のより一般的な使用は、しかし、そのような価格は、販売時点ディスプレイ13の10、11、12、異なる設定を変更するなどの店舗環境の変化に消費者に店舗行動および消費者の応答を評価することです異なる包装オプション14 、製品パッケージ15の裏面の異なる栄養ラベル、および在庫レベル16を含む 。さらに、バーチャルストアは、現在、子供の間で健康的な食生活を刺激するために、公衆衛生介入の作成とテストを支援するために使用されています17 。以前に述べたさまざまな利点のために、仮想ストア技術とハードウェアは急速に発展しています。したがって、この論文では、人間一般的にバーチャルリアリティを使用して研究の本質的要素を説明し、説明します。現在の仮想店舗システムから得られたすべての重要な情報が実証されます。 現在利用可能な仮想店舗システムは、1）非没入型（ 例えばデスクトップ型）、2）半没入型（ 例えば投影型、CAVEシステム）、3）完全没入型（ 例えばヘッドマウントディスプレイ）。各システムは、サポートシステムに応じて、浸水、存在、PI、およびPsiの異なるレベルをもたらす可能性があります。しかし、浸漬、存在感、PI、およびPsiの尺度は、各システムがサポートする特定の感覚運動偶発事象に結びついているため、異なるシステム間でのこれらの指標の比較は不可能とみなされている8 。近年、デスクトップ仮想ストアが注目を集めており、ますます研究に使用されています。仮想店舗はプロミスとみなされていますが店舗内の消費者行動研究のツールとして、そのような仮想店舗をどのように使用するかに関する専門知識が、タイムリーで正確な実験の準備と実施を確実にするために必要です。しかし、現在までに、バーチャルストア実験を行う手順を包括的に記述した報告された研究は非常に少ない。したがって、この作業は、デスクトップ仮想ストアを使用して消費者の研究を行うためのプロトコルを記述することを目的としています。これは非常に重要です。 一般的に、仮想店舗での調査には、1）仮想環境を表示する機器、2）研究者が仮想環境を構築できるようにするエディタプログラム、3）調査対象の仮想表現（ 例えば 、 4）仮想環境をナビゲートして選択を行うための消費者インタフェース、5）データ収集自体を実行する手順、および6）データ記憶および分析を容易にするデータ管理システム。これらのほとんどバーチャルショップ会社とプログラマーによって管理される可能性が高い。研究者は、1）エディタプログラムで実験用の小売店を作成する方法、2）コンシューマインターフェイスでデータ収集を実行する方法、3）データ管理プログラムのすべての出力を整理し、統計プログラムに入れる。現在の論文では、デスクトップ仮想ストアで実験を行うための詳細なプロトコル手順を示して、この情報に対処します。さらに、消費者研究で仮想店舗を使用する利点と限界について説明します。このペーパーで説明されている詳細なプロトコルは、研究者が仮想店舗の研究を開始し、実施するのに役立ちます。 本論文で使用したデスクトップ仮想店舗は、（液晶ディスプレイ（LCD）スクリーン、3次元（3D）スペースナビゲータ、マウス、キーボード、 すなわち、パーソナルコンピュータ（PC））とソフトウェア（ すなわち、ハードウェアが必要です店を設計する3Dバーチャルストアで消費者のように買い物する）。この特定のシステムは、以前の研究14、18で使用されてきました。

<table border="0" cellpadding="0" cellspacing="0" width="656">
	<colgroup>
		<col />
		<col />
		<col />
		<col />
	</colgroup>
	<tbody>
		<tr height="63">
			<td height="63" style="height:63px;width:196px;">Virtual Supermarket Software</td>
			<td style="width:89px;">GreenDino BV</td>
			<td style="width:143px;">http://www.greendino.nl/virtual-labs.html</td>
			<td style="width:229px;">This software consists of editor, product library and consumer interface.&#160;</td>
		</tr>
		<tr height="105">
			<td height="105" style="height:105px;width:196px;">Data Management Software: Observer XT&#160;</td>
			<td style="width:89px;">Noldus Information Technology</td>
			<td style="width:143px;">http://www.noldus.com/human-behavior-research/products/the-observer-xt&#160;</td>
			<td style="width:229px;">This software records observational data and facilitates the exportation of researcher-specified data sets using filters</td>
		</tr>
		<tr height="130">
			<td height="130" style="height:131px;">3D SpaceNavigator</td>
			<td style="width:89px;">3Dconnexion</td>
			<td style="width:143px;">http://www.3dconnexion.eu/index.php?id=26&#38;redirect2=www.3dconnexion.eu</td>
			<td style="width:229px;">A 3D SpaceNavigator allows participants to walk and make turns in the virtual store. In addition, it can be used by participants to adjust their eye-level during a shopping trip.</td>
		</tr>
		<tr height="126">
			<td height="126" style="height:126px;width:196px;">3D moddeling software (e.g. Blender or 3DS Max)</td>
			<td style="width:89px;">Blender Foundation / Autodesk</td>
			<td style="width:143px;">https://www.blender.org/ http://www.autodesk.nl/products/3ds-max/overview</td>
			<td style="width:229px;">In case 3D models need to be made or adjusted 3D modeling software is needed. Many objects can be found online under different licencing agreements.&#160;</td>
		</tr>
		<tr height="105">
			<td height="105" style="height:105px;width:196px;">Contract Reseach&#160;</td>
			<td style="width:89px;">Wageningen Univeristy and Research</td>
			<td style="width:143px;">http://www.wur.nl/en/Expertise-Services/Research-Institutes/Economic-Research.htm</td>
			<td style="width:229px;">The socio-economic research institute (Wageningen Economic Research)&#160; with experience in conducting the consumer research with the virtual store.&#160;</td>
		</tr>
	</tbody>
</table>

using a virtual store as a research tool to investigate consumer in-store behavior

店内の消費者の行動を理解するには、製品や選択された環境に対する人々の反応が重要です。現在、そこに店内の行動を研究するために様々なアプローチ（ 例えば、調査や実験室の設定）があるが、これらの外的妥当性は、現実的な選択肢環境に似せて自分が悪いの能力によって制限されています。さらに、望ましくない影響を制御しながら実験条件に合うように実際の店舗を建設することは、費用がかかり、非常に困難である。バーチャルリアリティ技術によって開発されたバーチャルストアは、3Dバーチャルストア環境のシミュレーションを現実的で柔軟性がありコスト効率の高い方法で提供することによって、これらの限界を潜在的に超えている可能性があります。特に、仮想ストアは対話的に消費者（参加者）が厳密に制御された現実的な設定でオブジェクトを体験し対話することを可能にする。このホワイトペーパーでは、店内の消費者行動を調査するためにデスクトップ仮想ストアを使用する際の重要な要素について説明します。 Descr1）実験的ストアを構築する、2）データ管理プログラムを準備する、3）仮想ストア実験を実行する、4）データ管理プログラムからデータを構成してエクスポートするためのプロトコルステップの候補が提示される。仮想ストアを使用すると、参加者はストアをナビゲートし、代替製品を選択し、製品を選択または返品することができます。さらに、消費者関連のショッピング行動（ 例えば、ショッピング時間、歩行速度、調査され購入された製品の数およびタイプ）も収集することができる。このプロトコルは、棚の長さおよび棚の向きがショッピングおよび動作に関連する挙動に影響を及ぼすことを示す店舗レイアウト実験の例を示している。これは、仮想店舗の利用が消費者の反応の調査を容易にすることを示している。バーチャルストアは、現実的に高価であるか困難な要因（ 例えば 、店舗全体のレイアウト）、現在利用可能でない製品使い慣れた環境で動作をルーチン化しました。

3つの42インチLCDスクリーンを備えたPCを使用して表示された仮想店舗は、スーパーマーケットレイアウトが消費者の買い物行動（ 例えば、総ショッピング時間、移動時間および速度、検査された製品の総数、購入した製品）と知覚されるショッピング体験。バーチャルストアは、研究者が店舗の棚の属性（ すなわち、棚の長さおよびシェルフの向き）?...

Watch this Scientific Journal Video about Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior at JoVE.com

消費者の店内行動を調査する調査ツールとしての仮想店舗の使用 |ビデオ

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

このホワイトペーパーでは、店舗内の消費者行動を調査するための仮想ショッピング環境の作成にデスクトップ仮想ストアを使用する方法について説明します。実験を構築して実行するプロトコルの説明、店舗レイアウトに関する実験の結果の例、仮想店舗実験を実施する際の重要な考慮事項について説明します。

消費者の店内行動を調査するためのリサーチツールとしての仮想ストアの使用

People&#39;s responses to products and/or choice environments are crucial to understanding in-store consumer behaviors. Currently, there are various ...

using-virtual-store-as-research-tool-to-investigate-consumer-store

Education

Research

JoVE Core

JoVE Journal

Statistics

Biology

Behavior

Ecology

Unit 1

Understanding Statistics

SCIENTISTS IN ACTION

11.2K ビュー.  Wageningen University and Research. このホワイトペーパーでは、店舗内の消費者行動を調査するための仮想ショッピング環境の作成にデスクトップ仮想ストアを使用する方法について説明します。実験を構築して実行するプロトコルの説明、店舗レイアウトに関する実験の結果の例、仮想店舗実験を実施する際の重要な考慮事項について説明します。 

ビデオ: Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Combined Shuttle-Box Training with Electrophysiological Cortex Recording and Stimulation as a Tool to Study Perception and Learning

Shuttle-box avoidance learning is a well-established method in behavioral neuroscience and experimental setups were traditionally custom-made; the necessary equipment is now available by several commercial companies. This protocol provides a detailed description of a two-way shuttle-box avoidance learning paradigm in rodents (here Mongolian gerbils; Meriones unguiculatus) in combination with site-specific electrical intracortical microstimulation (ICMS) and simultaneous chronical electrophysiological in vivo recordings. The detailed protocol is applicable to study multiple aspects of learning behavior and perception in different rodent species.
Site-specific ICMS of auditory cortical circuits as conditioned stimuli here is used as a tool to test the perceptual relevance of specific afferent, efferent and intracortical connections. Distinct activation patterns can be evoked by using different stimulation electrode arrays for local, layer-dependent ICMS or distant ICMS sites. Utilizing behavioral signal detection analysis it can be determined which stimulation strategy is most effective for eliciting a behaviorally detectable and salient signal. Further, parallel multichannel-recordings using different electrode designs (surface electrodes, depth electrodes, etc.) allow for investigating neuronal observables over the time course of such learning processes. It will be discussed how changes of the behavioral design can increase the cognitive complexity (e.g. detection, discrimination, reversal learning).

Shuttle-box avoidance learning is well-established in behavioral neuroscience. This protocol describes how shuttle-box learning in rodents can be combined with site-specific electrical intracortical microstimulation (ICMS) and simultaneous chronical in vivo recordings as a tool to study multiple aspects of learning and perception.

知覚と学習を研究するためのツールと​​しての電気生理学的皮質の記録と刺激と組み合わせたシャトル・ボックストレーニング

Shuttle-box avoidance learning is a well-established method in behavioral neuroscience and experimental setups were traditionally custom-made; the ...

行動学

Vagus Nerve Stimulation as a Tool to Induce Plasticity in Pathways Relevant for Extinction Learning

Extinction describes the process of attenuating behavioral responses to neutral stimuli when they no longer provide the reinforcement that has been maintaining the behavior. There is close correspondence between fear and human anxiety, and therefore studies of extinction learning might provide insight into the biological nature of anxiety-related disorders such as post-traumatic stress disorder, and they might help to develop strategies to treat them. Preclinical research aims to aid extinction learning and to induce targeted plasticity in extinction circuits to consolidate the newly formed memory. Vagus nerve stimulation (VNS) is a powerful approach that provides tight temporal and circuit-specific release of neurotransmitters, resulting in modulation of neuronal networks engaged in an ongoing task. VNS enhances memory consolidation in both rats and humans, and pairing VNS with exposure to conditioned cues enhances the consolidation of extinction learning in rats. Here, we provide a detailed protocol for the preparation of custom-made parts and the surgical procedures required for VNS in rats. Using this protocol we show how VNS can facilitate the extinction of conditioned fear responses in an auditory fear conditioning task. In addition, we provide evidence that VNS modulates synaptic plasticity in the pathway between the infralimbic (IL) medial prefrontal cortex and the basolateral complex of the amygdala (BLA), which is involved in the expression and modulation of extinction memory.

Vagus nerve stimulation (VNS) has emerged as a tool to induce targeted synaptic plasticity in the forebrain to modify a range of behaviors. This protocol describes how to implement VNS to facilitate the consolidation of fear extinction memory.

ツールとしての迷走神経刺激は、絶滅の学習のための関連経路の可塑性を誘導するために

Extinction describes the process of attenuating behavioral responses to neutral stimuli when they no longer provide the reinforcement that has been ...

Creating Virtual-hand and Virtual-face Illusions to Investigate Self-representation

Studies investigating how people represent themselves and their own body often use variants of &#34;ownership illusions&#34;, such as the traditional rubber-hand illusion or the more recently discovered enfacement illusion. However, these examples require rather artificial experimental setups, in which the artificial effector needs to be stroked in synchrony with the participants&#39; real hand or face&#8212;a situation in which participants have no control over the stroking or the movements of their real or artificial effector. Here, we describe a technique to establish ownership illusions in a setup that is more realistic, more intuitive, and of presumably higher ecological validity. It allows creating the virtual-hand illusion by having participants control the movements of a virtual hand presented on a screen or in virtual space in front of them. If the virtual hand moves in synchrony with the participants&#39; own real hand, they tend to perceive the virtual hand as part of their own body. The technique also creates the virtual-face illusion by having participants control the movements of a virtual face in front of them, again with the effect that they tend to perceive the face as their own if it moves in synchrony with their real face. Studying the circumstances that illusions of this sort can be created, increased, or reduced provides important information about how people create and maintain representations of themselves.

Here, we describe virtual-hand and virtual-face illusion paradigms that can be used to study body-related self-perception/-representation. They have already been used in various studies to demonstrate that, under specific conditions, a virtual hand or face can be incorporated into one&#39;s body representation, suggesting that body representations are rather flexible.

自己表現を調査するために、仮想手と仮想面のイリュージョンを作成します

Studies investigating how people represent themselves and their own body often use variants of &#34;ownership illusions&#34;, such as the traditional ...

Using Virtual Reality to Transfer Motor Skill Knowledge from One Hand to Another

As far as acquiring motor skills is concerned, training by voluntary physical movement is superior to all other forms of training (e.g. training by observation or passive movement of trainee&#39;s hands by a robotic device). This obviously presents a major challenge in the rehabilitation of a paretic limb since voluntary control of physical movement is limited. Here, we describe a novel training scheme we have developed that has the potential to circumvent this major challenge. We exploited the voluntary control of one hand and provided real-time movement-based manipulated sensory feedback as if the other hand is moving. Visual manipulation through virtual reality (VR) was combined with a device that yokes left-hand fingers to passively follow right-hand voluntary finger movements. In healthy subjects, we demonstrate enhanced within-session performance gains of a limb in the absence of voluntary physical training. Results in healthy subjects suggest that training with the unique VR setup might also be beneficial for patients with upper limb hemiparesis by exploiting the voluntary control of their healthy hand to improve rehabilitation of their affected hand.

We describe a novel virtual-reality based setup which exploits voluntary control of one hand to improve motor-skill performance in the other (non-trained) hand. This is achieved by providing real-time movement-based sensory feedback as if the non-trained hand is moving. This new approach may be used to enhance rehabilitation of patients with unilateral hemiparesis.

仮想現実を使用して 1 つの手から別の運動技能知識を転送するには

As far as acquiring motor skills is concerned, training by voluntary physical movement is superior to all other forms of training (e.g. training by ...

Using the FishSim Animation Toolchain to Investigate Fish Behavior: A Case Study on Mate-Choice Copying In Sailfin Mollies

Over the last decade, employing computer animations for animal behavior research has increased due to its ability to non-invasively manipulate the appearance and behavior of visual stimuli, compared to manipulating live animals. Here, we present the FishSim Animation Toolchain, a software framework developed to provide researchers with an easy-to-use method for implementing 3D computer animations in behavioral experiments with fish. The toolchain offers templates to create virtual 3D stimuli of five different fish species. Stimuli are customizable in both appearance and size, based on photographs taken of live fish. Multiple stimuli can be animated by recording swimming paths in a virtual environment using a video game controller. To increase standardization of the simulated behavior, the prerecorded swimming path may be replayed with different stimuli. Multiple animations can later be organized into playlists and presented on monitors during experiments with live fish.
In a case study with sailfin mollies (Poecilia latipinna), we provide a protocol on how to conduct a mate-choice copying experiment with FishSim. We utilized this method to create and animate virtual males and virtual model females, and then presented these to live focal females in a binary choice experiment. Our results demonstrate that computer animation may be used to simulate virtual fish in a mate-choice copying experiment to investigate the role of female gravid spots as an indication of quality for a model female in mate-choice copying.
Applying this method is not limited to mate-choice copying experiments but can be used in various experimental designs. Still, its usability depends on the visual capabilities of the study species and first needs validation. Overall, computer animations offer a high degree of control and standardization in experiments and bear the potential to &#39;reduce&#39; and &#39;replace&#39; live stimulus animals as well as to &#39;refine&#39; experimental procedures.

Using the FishSim Animation Toolchain to Investigate Fish Behavior: A Case Study on Mate-Choice Copying In Sailfin Mollies

Using the novel FishSim Animation Toolchain, we present a protocol for non-invasive visual manipulation of public information in the context of mate-choice copying in sailfin mollies. FishSim Animation Toolchain provides an easy-to-use framework for the design, animation and presentation of computer-animated fish stimuli for behavioral experiments with live test fish.

FishSimアニメーション ツールを使用して、魚の行動を調査する: 配偶者選択コピー八角 Mollies に関する事例

Over the last decade, employing computer animations for animal behavior research has increased due to its ability to non-invasively manipulate the ...

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization through marketing technology. The purpose of this study is to examine how to conduct consumer research using an online survey and analysis of data. This study examines consumers&#39;&#160;perceived benefits while customizing a product as well as emotional product attachment, attitudes toward a customization program, and loyalty intentions in the context of online retailing. In addition, this study investigates how consumer responses are different based on individual characteristics such as fashion innovativeness. An online survey company in South Korea recruited 290 female apparel shoppers who purchased apparel online. To enhance external validity, this study used an existing retail website with a well-established mass customization program. After completing the customization program, participants complete the online questionnaire. Structural equation modeling (SEM) and latent mean analyses (LMAs) are then performed for analyses. This study stresses the importance of testing measurement invariance for mean comparisons. Before the SEM and LMA, this study follows the hierarchy of invariance tests (configural invariance test, metric invariance test, and scalar invariance test), which are not considered by traditional approaches such as ANOVA. These statistical analyses provide applicability of the invariance test procedures and LMA to consumer behaviors. The conclusions of mean differences have integrity and validity because they are guided by a sophisticated statistical procedure to ensure measurement invariance.

Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.

消費者の利益を評価するための研究ツールとしてeMASSカスタマイズプログラムを適用する

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization ...

Using Cholesky Decomposition to Explore Individual Differences in Longitudinal Relations between Reading Skills

The Cholesky decomposition method is the gold standard used in the field of behavioral genetics. The method is popular because it is easy to program and solve. Using this method, researchers can explore individual differences in longitudinal relations of different variables across multiple time points. The method allows investigators to decompose variance into (1) unique&#160;genetic, shared and non-shared environmental effects that arise at specific time points as well as (2) overlapping genetic, shared and non-shared environmental effects that carry over from one time point to another. However, the method does not identify the mechanisms or origins underlying these effects. The current report focuses on application of the Cholesky decomposition method in the field of educational psychology. Specifically, it discusses individual differences in longitudinal relations between kindergarten letter knowledge, kindergarten phonological awareness, first grade word-level reading skills, and seventh grade reading comprehension.

This paper demonstrates use of the gold standard method in behavioral genetics, the Cholesky decomposition method, to estimate unique, overlapping genetic and environmental influences on different variables to answer longitudinally motivated research questions.

コレスキー分解を用いて読書技能間の縦方向関係の個人差を探る

The Cholesky decomposition method is the gold standard used in the field of behavioral genetics. The method is popular because it is easy to program and ...

Using a Virtual Reality Walking Simulator to Investigate Pedestrian Behavior

To cross a road successfully, individuals must coordinate their movements with moving vehicles. This paper describes use of a walking simulator in which people walk on a treadmill to intercept gaps between two moving vehicles in an immersive virtual environment. Virtual reality allows for a safe and ecologically varied investigation of gap crossing behavior. Manipulating the initial starting distance can further the understanding of a participant&#8217;s speed regulation while approaching a gap. The speed profile may be assessed for various gap crossing variables, such as initial distance, vehicle size, and gap size. Each walking simulation results in a position/time series that can inform how velocity is adjusted differently depending on the gap characteristics. This methodology can be used by researchers investigating pedestrian behavior and behavioral dynamics while employing human participants in a safe and realistic setting.

This protocol describes use of a walking simulator that serves as a safe and ecologically valid method to study pedestrian behavior in the presence of moving traffic.

バーチャルリアリティウォーキングシミュレータを使用した歩行者行動の調査

To cross a road successfully, individuals must coordinate their movements with moving vehicles. This paper describes use of a walking simulator in which ...

Simultaneous Monitoring of Wireless Electrophysiology and Memory Behavioral Test as a Tool to Study Hippocampal Neurogenesis

Brainwaves amplitude obtained from electroencephalography (EEG) has been well-recognized as a basis for cognitive capacity, memory, and learning on animals and humans. Adult neurogenesis mechanism is also linked to memory and learning improvement. Traditionally, researchers used to assess learning and memory parameters in rodent models by behavioral tasks. Therefore, the simultaneous monitoring of behavioral changes and EEG is particularly interesting in correlating data between brain activity and task-related behaviors. However, most of the equipment required to perform both studies are either complex, expensive, or uses a wired setup network that hinders the natural animals&#8217; movement. In this study, EEG was recorded with a wireless electrophysiology device along with the execution of a novel object recognition task (NORT). The animal&#8217;s behavior was monitored simultaneously by a video tracking system. Both recordings were analyzed offline by their timestamps which were synched to link EEG signals with the animal&#8217;s actions. Subjects consist of adult Wistar rats after medium-term environmental enrichment treatment. Six skull screw electrodes were fixed in pairs on both hemispheres over frontal, central, and parietal regions and were referenced to an electrode located posterior of the nasal bone. NORT protocol consists of exposing the animal to two identical objects for 10 min. After 2 h and 24 h, one of the objects was replaced with a novel one. Exploration time for each object was monitored by a behavioral tracking software (BTS) and EEG data recording. The analysis of the EEG synced with behavioral data consists of estimations of alpha and beta relative band power and comparisons between novel object recognition versus familiar object exploration, between three experimental stages. In this manuscript, we have discussed electrodes manufacturing process, epidural electrodes implantation surgery, environmental enrichment protocol, NORT protocol, BTS setup, EEG &#8211; BTS coupling for simultaneous monitoring in real-time, and EEG data analysis based on automatic events detection.

The protocol presented here provides information on the simultaneous electroencephalography (EEG) and behavioral assessment in real-time. We have discussed all steps involved in this protocol as an attractive solution for researchers in many fields of neuroscience, particularly in learning and memory areas.

海馬神経新生研究ツールとしての無線電気生理学と記憶行動検査の同時モニタリング

Brainwaves amplitude obtained from electroencephalography (EEG) has been well-recognized as a basis for cognitive capacity, memory, and learning on ...

Using Enclosed Y-Mazes to Assess Chemosensory Behavior in Reptiles

Reptiles utilize a variety of environmental cues to inform and drive animal behavior such as chemical scent trails produced by food or conspecifics. Decrypting the scent-trailing behavior of vertebrates, particularly invasive species, enables the discovery of cues that induce exploratory behavior and can aid in the development of valuable basic and applied biological tools. However, pinpointing behaviors dominantly driven by chemical cues versus other competing environmental cues can be challenging. Y-mazes are common tools used in animal behavior research that allow quantification of vertebrate chemosensory behavior across a range of taxa. By reducing external stimuli, Y-mazes remove confounding factors and present focal animals with a binary choice. In our Y-maze studies, a scenting animal is restricted to one arm of the maze to leave a scent trail and is removed once scent-laying parameters have been met. Then, depending on the trial type, either the focal animal is allowed into the maze, or a competing scent trail is created. The result is a record of the focal animal&#39;s choice and behavior while discriminating between the chemical cues presented. Here, two Y-maze apparatuses tailored to different invasive reptile species: Argentine black and white tegu lizards (Salvator merianae) and Burmese pythons (Python bivittatus) are described, outlining the operation and cleaning of these Y-mazes. Further, the variety of data produced, experimental drawbacks and solutions, and suggested data analysis frameworks have been summarized.

Y-mazes enable researchers to determine the relevance of specific stimuli that drive animal behavior, especially isolated chemical cues from a variety of sources. Careful design and planning can yield robust data (e.g., discrimination, degree of exploration, numerous behaviors). This experimental apparatus can provide powerful insight into behavioral and ecological questions.

囲まれたY迷路を使用して爬虫類の化学感覚挙動を評価する

Reptiles utilize a variety of environmental cues to inform and drive animal behavior such as chemical scent trails produced by food or conspecifics. ...