Tag: user research

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Why Emotions matter in Technology Acceptance: Insights from Extended Reality

When reviewing previous studies of technology acceptance, it becomes apparent that one crucial aspect has often been overlooked, namely the role of emotions (Kulviwat, Bruner II, Kumar, Nasco & Clark, 2007; Valor, Antonetti & Crisafulli, 2022). Most models used in acceptance research primarily emphasize rational or cognitive factors. But humans don’t make decisions purely based on rational considerations (Bechara & Damasio, 2005; Damasio, 1994). Therefore, when discussing technology acceptance, shouldn’t emotional factors, such as the joy of using a technology or the fear associated with it, be considered as well? Cognitive models alone do not represent the entirety of the components that have an influence on acceptance (Beaudry & Pinsonneault, 2010). Recognizing the role of emotions is vital, especially in times of digital transformation, which entails numerous changes (Kuckelkorn, 2019).

This is especially true for immersive technologies like Extended Reality (XR), as they have a particularly high potential for emotional impact. Through visual, acoustic and haptic stimuli and, especially, real-time feedback to user actions, XR creates a sense of presence in a virtual world (Riva et al., 2007). By increasingly merging virtuality and reality, the way we live, work and interact has changed fundamentally (Singh, Singh, Verma & Prabha, 2023). Understanding the emotional dynamics in the acceptance process offers the opportunity to increase the acceptance of XR by addressing emotions appropriately through marketing and the development of XR technologies.

Research goal

The objective of the study, conducted by Jana Baudler, was to determine the influence of emotions on the acceptance of new technologies. As previous acceptance research lacks consideration of emotional factors the study was carried out to address this crucial gap. As the basis for the study, the frequently replicated UTAUT2 model was used. The research question raised was whether the addition of emotional factors into the UTAUT2 model improves the prediction of the behavioral intention to use the technology. The study was applied to the new technology XR. By focusing on XR, this study aims to provide insights into how emotional factors influence user acceptance of new technologies.

Research overview

A quantitative online study was conducted to investigate the research question. The final sample consisted of 118 participants, ranging in age from 15 to 61 years (mean = 23.63 years). In the online survey, participants were presented with a scenario they had to envision. The scenario involved taking a city trip that included the use of various XR technologies (including Augmented, Mixed, and Virtual Reality). The participants then had to rate the rational factors (effort expectancy, performance expectancy, social influence and price value) as well as emotional factors (hedonic motivation, affection and anxiety).

The participants’ experience with XR was as follows:

  • Only 19% of the participants had tried XR before.
  • Those who reported having experience with XR had either used the technology once or twice, or in a few cases, occasionally.
  • Experiences were primarily in the education and gaming & entertainment sectors.

Main findings

  • Incorporating emotional factors in addition to the rational factors of the UTAUT2 model significantly improves its predictive power and variance explanation.
  • Among the emotional factors evaluated, only affection emerges as significant. Hedonic motivation and anxiety did not show a significant impact in this study. Unlike previous studies (e.g., Rauschnabel, Rossmann & tom Dieck, 2017; Chuah, 2018) where hedonic motivation consistently showed significance, this study found it to be insignificant when combined with the other two emotional factors.
  • The comparison with the model consisting only of inexperienced participants shows that there are hardly any differences when emotional factors are included. It can be assumed that this is a stable model in terms of this aspect.

As the study shows, the addition of emotional factors leads to a significant improvement of the model as well as to a greater variance explanation of the behavioral intention to use the technology. The results of the study argue for an extension of the UTAUT2 model. Neglecting emotional aspects ignores an important part. 

Conclusion

The study emphasizes the crucial role of emotions in technology acceptance, demonstrating that the acceptance of technologies is not only influenced by rational factors but also significantly by emotional factors. It stresses the substantial impact of emotions on behavioral intention. By focusing on the emotional aspect, the study provides an initial overview of XR acceptance. Given the rapid advances in realizing the human dream of escaping into artificial worlds, further research is essential to address various aspects of the often-overlooked role of emotions in technology acceptance.

References

Beaudry & Pinsonneault. (2010). The Other Side of Acceptance: Studying the Direct and Indirect Effects of Emotions on Information Technology Use. MIS Quarterly, 34(4), 689–710. https://doi.org/10.2307/25750701

Bechara, A. & Damasio, A. R. (2005). The somatic marker hypothesis: A neu ral theory of economic decision. Games and Economic Behavior, 52(2), 336–372. https://doi.org/10.1016/j.geb.2004.06.010

Chuah, S. H.‑W. (2018). Why and Who Will Adopt Extended Reality Technol ogy? Literature Review, Synthesis, and Future Research Agenda. SSRN Electronic Journal, 1–55. https://doi.org/10.2139/ssrn.3300469

Damasio, A. (1994). Descartes’ Error. Emotion, Reason, and the Human Brain. East Rutherford: Penguin Publishing Group. Verfügbar unter: https://ahandfulofleaves.wordpress.com/wp-content/uploads/2013/07/descartes-error_antonio-damasio.pdf

Kuckelkorn, T. (2019, 29. November). Digitale Transformation. Der Mensch zwischen Technologie und Emotion. connect professional. Verfügbar unter: https://www.connect-professional.de/markt/der-mensch-zwischen-techno logie-und-emotion.171683.html

Kulviwat, S., Bruner II, G. C., Kumar, A., Nasco, S. A. & Clark, T. (2007). To ward a unified theory of consumer acceptance technology. Psychology & Marketing, 24(12), 1059–1084. https://doi.org/10.1002/mar.20196

Rauschnabel, P. A., Rossmann, A. & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, https://doi.org/10.1016/j.chb.2017.07.030

Riva, G., Mantovani, F., Capideville, C. S., Preziosa, A., Morganti, F., Vil lani, D. et al. (2007). Affective interactions using virtual reality: the link be tween presence and emotions. Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society, 10(1), 45–56. https://doi.org/10.1089/cpb.2006.9993

Singh, J., Singh, G., Verma, R. & Prabha, C. (2023). Exploring the Evolving Landscape of Extended Reality (XR) Technology. In 2023 3rd International Conference on Smart Generation Computing, Communication and Net working (SMART GENCON) (S. 1–6). IEEE.

Valor, C., Antonetti, P. & Crisafulli, B. (2022). Emotions and consumers’ adop tion of innovations: An integrative review and research agenda. Technolog ical Forecasting and Social Change, https://doi.org/10.1016/j.techfore.2022.121609

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Sustainable seals of approval: don’t trust every seal on your chocolate!

Sustainable seals of approval: don’t trust every seal on your chocolate!

In a world where sustainability and environmental awareness are becoming increasingly important, quality seals play a crucial role. But not every seal delivers what it promises. A recent study sheds light on precisely this question and provides surprising insights into the world of certifications.

A jungle of seals

Quality seals are ubiquitous, especially in the food sector, such as chocolate. These small symbols are intended to reassure consumers that the product meets certain standards – be it environmental, health or social aspects. But the reality is much more complex. Some of these seals are untested. This means that they are not certified by independent bodies.

What does this mean for the consumer?
Can these seals be trusted at all under these circumstances?

The study: An experiment with chocolate

Pia Futterer, a student of our bachelor’s program tried to answer these questions in her Bachelor thesis. In a quantitative online survey with 101 participants who regularly consume chocolate she took a closer look at precisely this problem. The participants evaluated four chocolate bars, each bearing a different seal: a known certified one (German organic seal), an unknown certified one (Biokreis seal), an invented, untested one (see picture) and a bar with no seal at all. The results are astounding.

Main results: Trust in unverified seals

 The study shows that even unverified seals of approval increase consumers’ willingness to buy. What is even more surprising is that these unverified seals were rated as more credible than unknown verified seals. This underlines the fact that many consumers have difficulty distinguishing between reliable and questionable seals. This blind trust in unverified labels is alarming and shows how urgently regulatory measures are needed.

The role of availability heuristics

 Why do consumers trust unverified seals? One answer lies in the so-called availability heuristic. This mental shortcut leads us to perceive easily accessible or frequently seen information as particularly credible. So, if an unverified seal often appears on products, we tend to trust it – regardless of whether it is actually verified or not.

Discussion: A complex purchase decision

 The results of the study suggest that consumers often do not have the motivation or ability to critically scrutinize the credibility of quality seals.

Especially when it comes to stressful grocery shopping, we often rely on simple decision-making rules. This is exacerbated by the abundance of products and information in the supermarket, which further increases the confusion.

Recommendations: Time to act

 In view of these findings, it is important that we as a society take action:

  1. Stricter legal regulations: The planned EU directive against greenwashing must be implemented as soon as possible to ensure that only certified seals may be used. This directive would help to prevent misleading environmental claims and ensure that only verified seals appear on products.
  2. Conscious consumption: Consumers should actively inform themselves about the meaning and origin of quality labels. Knowledge is power, especially when it comes to sustainable consumption. Better consumer education about the various labels could help to avoid misjudgments.
  3. Transparency on the part of companies: Companies should disclose which criteria their seals of approval fulfill and how these are checked in order to strengthen consumer trust. A clear and transparent process for awarding seals of approval could help to win back consumer trust.

Conclusion: More than just a seal

 This study opens our eyes to the fact that not every seal of approval delivers what it promises at first glance. While we want to be environmentally conscious, we also need to be more critical and not blindly trust every label. The results underline the urgency of better regulation and education so that we can make more informed and sustainable purchasing decisions in the future.

The next chocolate bar you buy could tell more than just a story about taste – it could also be a story about trust and deception. Don’t trust every seal on your chocolate!

References

 

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Trust in Food Labels – Can digital and transparent animal movement data increase trust in beef and dairy products?

From horse meat in lasagna to falsely declared ingredients, the food industry is increasingly losing consumer trust (Sander, Heim & Kohnle, 2016). In Germany alone, there were at least 68 food scandals in 2023 (PETA Deutschland e.V., 2023). Food labels serve as quality indicators (Splendid Research, 2023), but it is becoming increasingly difficult for consumers to understand the quality characteristics behind them (Weiß, 2008). Therefore, it’s crucial to establish trust in labels as it significantly influences which products make their way into shopping baskets (Esch, Rühl & Baumgartl, 2016). Considering the food scandals and the plummeting trust in the food industry, the question arises of how trust among consumers can be restored and enhanced in both business-to-business and business-to-customer sectors.

The start-up Million Steps (https://www.millionsteps.earth/ger) also deals with the question of whether its new concept can have a trust-building effect on beef and dairy products. Million Steps addresses this issue by implementing an innovative and transparent tracking system for animal husbandry. The company precisely monitors and documents the movements of each animal to provide clear and traceable data along the entire supply chain. In this way, the start-up provides comprehensive insight into animal husbandry. The collected data is linked to the official ear tag of each animal and can be accessed by professionals in the food industry, restaurant visitors, and customers via QR codes. Among other things, this can prove that each animal has spent at least 12 months (the time it takes a cow to take a million steps) grazing on pasture and enjoying freedom of movement. Additionally, the origin of the animals is transparently verified by making background information about the animal and the farmer accessible.

Research goal

The study, conducted by Vanessa Fleig, a student of business psychology, examines the effect of digital and transparent animal movement data from the Million Steps label on the trustworthiness of beef and dairy products.

Research overview

Qualitative individual interviews were conducted with two groups to investigate the research question. The first group consists of restaurateurs who work in various areas such as restaurants, company restaurants and catering. The second group comprises gastronomy customers of different genders and ages in order to ensure the most heterogeneous group possible. A total of five interviews were conducted per group. The interviews are based on the laddering method in order to identify further motives that can influence trustworthiness. In addition, exemplary images were shown to illustrate the label in more detail.

Main findings

  • For a label to be generally perceived as trustworthy, the following aspects are most important: positive reputation, high level of awareness, simple traceability, comprehensible presentation of information.
  • The combination of small farms with the possibility of individual visits through personal contact with the farmers, as well as regular inspections and certifications on the integrity of the label also have a trust-enhancing effect.
  • Animal movement data is largely perceived as added value by both target groups due to the continuous but especially animal-specific monitoring of farmers, which represents a new and innovative approach.
  • Animal-specific data as well as the permanent monitoring of animals counteract the motive “lack of trust in the food industry” and increase consumer trust.
  • The transparent and open presentation of information (movement data, regionality, ) also leads to increased traceability, which can also increase trust.
  • An argument against an additional trust-increasing effect is that husbandry can also be checked without active tracking through personal contact with the In addition to pasture husbandry, other factors such as antibiotic use are also relevant in order to achieve a long-term trust-increasing effect.
  • Animal movement data, especially in combination with information on place of origin and regionality, has the potential to increase trust in beef and dairy products in the long

Implications

  • The target groups differ in terms of trust-enhancing
  • While tangible evidence, such as the possibility of visiting the farm, has a

trust-enhancing effect on restaurateurs, more superficial factors, such as a clearly designed website, an appropriate amount of information or easy and transparent traceability, are sufficient for gastronomy customers.

  • Animal movement data has a confidence-increasing effect especially when labels are generally relevant to purchases.
  • If labels are not considered separately when making purchases, animal movement data may be trustworthy, but does not increase trust in beef and dairy products, as factors other than labels are perceived as value-enhancing.
  • Independent reputations increase trust, but are not yet available for Million Steps
  • As a future recommendation, the label could, for example, be registered on the online platform “Label-online”, which offers consumers an independent, uniformly evaluated overview of labels.
  • Furthermore, the selection of cooperating farmers is based on certain selection Farms should be small and regional, with the possibility of personal cooperation and adaptation to the individual wishes of the restaurants.

Conclusion

The study made it clear that digital and transparent animal movement data are predominantly perceived as added value and trustworthy. This assumption applies in particular to people who generally pay attention to labels, as animal movement data results in an additional increase in trust compared to other labels. The basis for this is the permanent control as well as the animal-specific proof. Transparent proof with simple and detailed traceability contributes to an increase in trust right from the start. However, a long-term trust-promoting effect only manifests itself through positive reputations and personal experience. Not only the animal movement data, but in particular the combination of transparent communication and regional production are perceived as trust-promoting attributes. In conclusion, it can be emphasized that Million Steps as a whole and not specifically the animal movement data have the potential for a long-term trust-enhancing effect in beef and dairy products.

References

Esch, F.‑R., Rühl, V. & Baumgartl, C. (2016). Messung des Markenvertrauens. In F.-R. Esch (Hrsg.), Handbuch Markenführung (S. 1–16). Wiesbaden: Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_66-1

PETA Deutschland e.V. (Harald Ullmann, Hrsg.). (2023). Die schlimmsten Lebensmittelskandale in Deutschland. Verfügbar unter: https://www.peta.de/themen/skandalchronik/

Sander, M., Heim, N. & Kohnle, Y. (2016). Label-Awareness: Wie genau schaut der Konsument hin? – Eine Analyse des Label-Bewusstseins von Verbrauchern unter besonderer Berücksichtigung des Lebensmittelbereichs. Berichte über Landwirtschaft – Zeitschrift für Agrarpolitik und Landwirtschaft, Band 94, Heft 2, August 2016. https://doi.org/10.12767/BUEL.V94I2.120

Splendid Research. (2023). Studie: Gütesiegel Monitor 2023. Verfügbar unter: https://www.splendid-research.com/de/studie/guetesiegel-monitor2023/

Weiß, C. (2008). Zeichenvielfalt auf Lebensmitteln: ein Wegweiser. Ernährungs Umschau, (55), 83–93.

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Acceptance of smart stores – An experimental case study

New technologies are changing people’s everyday lives and have also been increasingly used in food retailing for a few years now. Innovative store concepts are designed to align the shopping experience even better with the needs and requirements of consumers. So-called smart stores are a mixture of stationary retail and innovative technology. They represent a further development opportunity for the retail sector, enabling it to maintain its own position in the future alongside the rapidly growing online trade. So far, there are still few smart stores open for the public, as these further development investments are associated with some challenges for the operators. The technological development of such a store implies the change of the business model, high initial investments and an uncertainty about the acceptance of the consumers. This last aspect is where our research comes in. With the help of acceptance research on smart stores, first concepts can be evaluated and optimized and thus the potential of these innovative ideas can be fully exploited.

Research Aim

In the study presented here, the acceptance and perception of smart stores in general and of a specific store concept from Stuttgart were investigated. The study was conducted by Valentin Löffler, a student of our business psychology program, as part of his final thesis.

Method

The study design consisted of two parts. In the first part of the study, a short survey (approx. 5 minutes) was conducted in front of the smart store with randomly selected people who walked past the store as passers-by. This was to capture the expectations, and attitudes of the passersby towards the store concept. In the second part of the study, qualitative interviews (approx. 45 minutes) were conducted with people who had not yet visited a smart store. In these interviews, participants made a purchase at the smart store, answering questions about acceptance both before and after the shopping experience. While shopping, they were asked to speak their thoughts aloud (thinking aloud method).

Sample

In the first part of the study, a total of 71 people aged 20 to 69 participated.
In the second part of the study, a total of 10 people aged 23 to 43 were interviewed.

Selected Key Findings

    1. Sub-study:
    • Smart stores are generally rated positive
      (1.9 on a scale of 1 = very good to 6 = very poor)
    • 63% of respondents had already made at least one purchase at this smart store and 93% of them would also recommend this store to others.
    • Reasons for recommendation: “cool concept”, “continuous opening hours”, “practical” as well as “good supplement to the supermarket”.
    • The expectations of a smart store are a good selection, fresh fruits and vegetables, reliable technology, nice design, low prices and cleanliness.
    • Concerns about a smart store arise from the lack of personal contact between customers and employees.
    1. Sub-study:
    • After the initial shopping experience, respondents consistently had a positive perception of the smart store. They see it as a complement to conventional supermarkets. The intuitive operation was a particularly positive surprise.
    • Advantages: Opening hours, time savings and flexibility.
    • Disadvantages or uncertainty with regard to the reliability of the technical implementation, lack of social contact and the loss of jobs (compared to conventional supermarkets).

Conclusion:

Smart stores offer a novel and intuitive shopping experience that are already generating a high level of acceptance: The (first) shopping experiences are consistently described positively, but there were some concerns about how to get assistance in case of emergency when there are no employees on site. Another issue should be proactively considered in communication: possible loss of jobs. This study lays the foundation for further research in the area of smart stores and shows that these innovative concepts have a future.

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Life in a hobby lab: A qualitative user study on smart home acceptance in shared households

While many of our acceptance research studies focus on the quantitative evaluation of (potential) technology acceptance factors, this blog entry describes a qualitative approach to smart home acceptance research. In addition, it integrates the views of two target groups by trying to understand the mutual acceptance of members in a household.

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