ARTICLE | doi:10.20944/preprints202001.0384.v1
Subject: Business, Economics And Management, Business And Management Keywords: Mixed reality; Interactivity; Vividness; Brand loyalty; Brand awareness; Brand association
Online: 31 January 2020 (11:35:28 CET)
Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.
REVIEW | doi:10.20944/preprints202211.0324.v1
Subject: Social Sciences, Psychology Keywords: Action Cycle Theory; perception; mental imagery; vividness; VVIQ; affect; schemata; action; individual differences; neuroscience
Online: 17 November 2022 (03:36:09 CET)
The Action Control Theory (ACT) is an enactive theory of perception and mental imagery with six components: Schemata, Objects, Actions, Affect, Goals and Others’ Behavior. The evidence support-ing these six connected processes is reviewed in light of research on mental imagery vividness. The six processes and their interconnections receive empirical support from a wide range of studies. All six domains of perception and mental imagery are influenced by individual differences in vividness. Real-world applications of ACT show interesting potential to improve human well-being in both healthy people and patients. Mental imagery can be applied in creative ways to make new collective goals and actions for change that are necessary to maximize the future prospects of the planet.
REVIEW | doi:10.20944/preprints201904.0226.v1
Subject: Social Sciences, Behavior Sciences Keywords: vividness; mental imagery; consciousness; cognitive neuroscience; neuroimaging; cognitive psychology; behavior; verbal report; phenomenology; perception
Online: 19 April 2019 (12:26:25 CEST)
Organisms are adapted to each other and the environment, not as tradition would have it, because natural selection made them that way, but because there is inbuilt striving towards stability and equilibrium. A General Theory of Behaviour connects imagery, affect and action with the central executive system we call Consciousness. The General Theory is founded on the assumption that the primary motivation of all of Consciousness and intentional behaviour is Psychological Homeostasis. Psychological homeostasis is as important to the organisation of mind and behaviour as Physiological Homeostasis is to the organisation of bodily systems. Consciousness processes quasi-perceptual images independently of the input to the retina and sensorium. Consciousness is the “I-Am” control centre for integration and regulation of (my) thoughts, (my) feelings and (my) actions with (my) conscious mental imagery as foundation stones. Imagery vividness, a combination of clarity and liveliness, is essential to imagining, remembering, thinking, predicting, planning and acting. Assessment of vividness using introspective report is validated by objective means such as fMRI. A significant body of work shows that vividness of visual imagery is determined by the similarity of neural responses in imagery to those occurring in perception of actual objects and performance of activities. I am Conscious, therefore I am.