M. S. van Gisbergen- Professor
- Professor at Breda University of Applied Sciences
M. S. van Gisbergen
- Professor
- Professor at Breda University of Applied Sciences
About
90
Publications
25,488
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815
Citations
Introduction
My professorship has a focus on Virtual Reality (vr/ar/mr) believing in ‘lean research’: testing while creating. Within this program we use media context as the guiding principle to measure, explore and understand the functionality and role of VR. In doing so it provides a framework against which organizations can create VR concepts and media strategies, designed to engage and reach audiences who do -or do not- move across different media platforms. Central goals:
1. To create and examine the effects of high quality and realism in VR,
2. To better understand the role of VR in the media context,
3. To examine the functionality and effects of VR within a media context,
4. To explore how we can use this context to connect VR with other media (transmedia)
Skills and Expertise
Current institution
Publications
Publications (90)
Around 2% of the global population suffers from dementia. Nature-related XR content can improve the quality of life for people with dementia. However, research on dementia raises many challenges around ethical implications, access to the patients and the challenge of capturing their behaviour (due to communication issues). Despite the challenges, a...
Abstract New technologies to create very real virtual humans in XR enter the market, providing newopportunities and challenges for the music industry. An important stepping stone to efficiently implement technologies to create new or resemble existing music artists, is to understand the hurdles and potential of these new XR
technologies. Eighteen i...
With a growing interest in immersive technologies to elevate digital spectating experiences, Virtual Reality (VR) is viewed by many academics and industry actors as the future of esport spectatorship.
The majority of the esport fans are the same group that show interest in immersive technologies as VR. This group is, therefore, expected to accept...
Virtual reality (VR) is transforming leisure as a digital alternative to traditional (physical) experiences. Yet, few studies have directly compared VR leisure experiences to physical leisure experiences. This experimental study addresses this gap by comparing emotional responses elicited during a physical theme-park dark ride and its VR counterpar...
Anthony Lins [ Universidade Católica de Pernambuco | anthony.lins@unicap.br ] Walter Franklin Marques Correia [ Universidade Federal de Pernambuco | wfmc@cin.ufpe.br ] Fábio Ferreira da Costa Campos [ Breda University of Applied Sciences | ferreira.f@buas.nl ] Marnix van Gisbergen [ Breda University of Applied Sciences | gisbergen.m@buas.n...
Introduction
In Cue-Exposure-Therapy (CET), clients are exposed to triggers through objects, people and environments that arouse craving (Sinha et al. Neuropsychopharmacol. 2009;34 1198–1208). Virtual Reality Exposure therapy (VRET) is used to experience these triggers in a realistic, safe, and personalized way. VR has been used successfully in the...
Despite the market potential of many XR applications, numerous companies struggle to produce applications able to reach widespread adoption. Several studies indicate a connection between the willingness to recommend an XR application and the adoption of that application. However, the main variables involved in the willingness to recommend have not...
Virtual reality exposure therapy (VRET) is used to help patients that suffer from AUD (Alcohol Use Disorder) to create coping mechanisms for situations in real life that cause craving, by means of creating virtual environments that feel real and immersive during treatment. However, it is unclear what VR technologies should be used to create these v...
Virtual Reality (VR) creates immersion, which makes the medium interesting for storytelling. A good VR narrative brings the audiences close to the stories, placing them inside the story world and in the shoes of the characters themselves. Focused attention is a key component of narrative engagement and a key determinant of enjoyment of the narrativ...
The growth of migrants and refugees puts pressure on the building of temporary settlements. Most are designed based on functional aspects, especially during Covid crisis. Emotional well-being connected to the notion of home is missing, impeding an inclusive community. Being There is a VR-experience of migration spaces developed through participator...
With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended messag...
New immersive technologies and COVID lockdowns increase the attention for Virtual Reality Pornography (VRP). In this study, heterosexual women were interviewed about the effect of realism in VRP, using a new VRP Role-framework based on six dimensions. Results showed that VRP evokes strong negative and positive emotions. Different types of realism e...
Within the industry of architecture, interior design and construction, stakeholders and clients can differ significantly in their level of spatial understanding. Traditional media and new media, such as Virtual Reality (VR), are used to visualize spaces to create a bridge between professionals and non-professionals in the understanding of space. Ho...
The popularity of Electronic Sports (esports) have grown tremendously in the last few years, becoming one of the most popular forms of digital entertainment. Despite continued growth, definitions and classifications of esports remain elusive, and the industry is still considered by many to be in its infancy. Understanding of esports originate from...
This paper provides a comparative study between problems caused by cybersickness with users in virtual environments, and the studies on the influence of the optical aspects of the image via its levels of contrasts in the quality of the user experience in virtual environments. This article was organized in two parts, the first consists of surveying...
Modern techniques, such as photogrammetry, allows for capturing humans and convert them into realistic looking three-dimensional digital humans. Scanning human faces through photogrammetry and applying them into realistic virtual environments becomes more affordable and easy to use. However, it is unclear whether people differ in recognizing human...
The aim of this study was to gain better insight into the effects of high and low avatar- owner resemblance on spatial presence, engagement, naturalness and negative effects regarding the user experience in an immersive virtual environment. Participants, between 18 and 32 years old, needed to walk on a 60 m high broken pathway in either a condition...
This book provides a sample of studies and concepts created within the project Media ENriched Sport ExperienceS (MENSES). A project powered by Hilversum Media Campus, ZIGGO and Breda University of Applied Sciences. MENSES aims to create new media enriched sport experiences, by means of introducing innovative digital concepts combining media enterta...
We can safely argue that VR an AR will not disappear, despite recent skeptical articles that refer to the decline of VR. We will spend a significant proportion of our time inside a mediated digital Virtual Reality. However, the question is how much time and with what purpose? Due to the increasing number of media, selection of a medium becomes incr...
Memory forms the input for future behavior. Therefore, how individuals remember a certain experience may be just as important as the experience itself. The peak-and-end-rule (PE-rule) postulates that remembered experiences are best predicted by the peak emotional valence and the emotional valence at the end of an experience in the here and now. The...
The interplay between sound and vision is a key determinant of human perception. With the development of Virtual Reality (VR) technologies and their commercial applications, there is emergent need to better understand how audio-visual signals manipulated in virtual environments influence perception and human behaviour. The current study addresses t...
This study addresses the question how realistic Virtual Worlds should be designed in order to create engaging experiences and stimulate ‘natural’ behaviour. Creating high realistic worlds is time consuming and expensive and it is unclear whether it is always needed. With the aim of gaining insights about questions related to presence and realism, a...
This work investigates the connection among optical aspects of photographic composition and the quality, perception and interpretation of the level of realism of images. Therefore, to investigate this connection, an experiment was carried out in two steps: The first step consisted of performing analyzes of the optical or photographic contrasts of p...
This digital booklet is part of the project TRACES.eu. An international European subsidized project in which workshops are created to help European Museums to use new digital strategies to engage with new audiences. This booklet contains interviews with experts who contributed to these workshops. They shared their expertise and experiences to creat...
With this article, we aim to increase our understanding of how mobile virtual reality exposure therapy (VRET) can help reduce speaking anxiety. Using the results of a longitudinal study, we examined the effect of a new VRET strategy (Public Speech Trainer, PST), that incorporates 360° live recorded VR environments, on the reduction of public speaki...
How specific virtual worlds features and effects may augment VR experiences are addressed. Engagement, liking, perceived naturalness, presence, and behavior change are measured. By offering experiential consumer journey within simulated 3D VR environments, the study outcomes provide evidences for developing working VR applications. These could be s...
The interplay between sound and vision is a key determinant of human perception. With the development of Virtual Reality (VR) technologies and their commercial applications, there is emergent need to better understand how audio-visual signals manipulated in virtual environments influence perception and human behaviour. The current study addresses t...
The purpose of this research was to determine the level of narrative comprehension in films when watched in a virtual reality headset (Oculus Rift). A 360-degree live-action film was created and was shown to participants after which the level of comprehension of various literary aspects as well as the feeling of distraction and enjoyment were measu...
Viewers more frequently watch television content whenever they want, using devices they prefer, which stimulated "Binge-watching" (consecutive viewing of television programs). Although binge-watching and health concerns have been studied before, the context in which binge-watching takes place and possibilities to use context to optimize binge-watch...
How rearranging a media puzzle, brings virtual reality into being. This booklet contains a summary of the inaugural lecture of the professorship Digital Media concepts. The digital media research area is entitled ‘Contextual Connected Media’ and has a focus on virtual reality. It uses media context as the guiding principle to measure, explore and u...
The objective of this study, commissioned by H. J. Heinz, is to gain insights in the effects of priming and type of product claims on buying behavior within a virtual supermarket. An experiment was conducted (n = 144), using a within subject design with two independent variables: (a) type of claim (price claim, credence or experience claim and no c...
The current study investigated the relationship between the point-of-view (POV) of a 360-degree film for Head Mounted Displays and the level of presence and enjoyment. We created two conditions with a 360-degree movie, with different POVs (actor and observer). Participants from the actor condition scored significantly higher on Spatial Presence com...
The current study investigated the relationship between the point-of-view (POV) of a 360-degree film for Head Mounted Displays and the level of presence and enjoyment. We created two conditions with a 360-degree movie, with different POVs (actor and observer). Participants from the actor condition scored significantly higher on Spatial Presence com...
The aim of this study was to investigate the effects of paid, owned and earned media on building strong brands. Longitudinal panel data collected from 1831 consumers at three points within six months, revealed that although paid, owned and earned media all have positive effects on brand strength, the combination of paid and owned media works best....
Small interview on the why of the creation of a virtual supermarket
This generalization study determines if open advertisements for brands differing in familiarity can be successfully used as a cross cultural advertising tool. Open ads do not guide consumers towards a ready-made interpretation and require more effort to decipher than closed ads. The study was performed in five European nationalities and the United...
Location Based Advertising (LBA) is a marketing tool that serves customers context-congruent ads on their mobile devices based on their location. Although LBA has caught the academic attention, there is little in situ research regarding the effectiveness of LBA. By using a virtual reality setup, we conducted a between-subjects experiment among Dutc...
In recent decades magazine advertisers have used an increasing
number of highly visual open ads. Open ads do not guide consumers
toward a specific interpretation as traditional ads do. An experiment
was carried out to establish the effects of openness on interpretation.
As expected, openness was found to have an overall negative effect
on interpret...
Onderzoek naar effect van location based advertising via de smartphone, getest in een virtuele spuermarkt
I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket
I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket
Advertisers are looking for new ways to deal with ad avoid...
ARIEF ERNST HOHN, PAUL KETELAAR, VASSILIS-JAVED KHAN, KOOS NUIJTEN & MARNIX VAN GISBERGEN I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket Advertisers are looking for new ways to deal with ad avoidance. Location Based Advertising (LBA) increasingly pres...
In recent decades, magazine advertisers have used an increasing number of open ads. Open ads do not guide consumers towards a specific interpretation as traditional ads do, and they require more effort to decipher. An experiment was carried out to determine the effects of ad openness on the attitude towards the ad, brand beliefs, the attitude towar...
Research about how youth thinks about punnishments
Research among youth about how and whom they wat to spend holidays and traditions with
A research on whether digital media contributes or diminishes feelings of loneliness
In the last few decades there has been an increase in ads that need more effort to unravel and do not guide consumers to a specific interpretation as traditional ads do. These ads are open in the sense that their interpretation is less determined by the ad and more dependent on the mind of the “beholder.” Investigations into the benefits of open ad...
This study aims at providing the foundation for future research examining the potential negative results of open ads. In the last decades there has been a shift towards ads with less guidance towards a specific interpretation. Different terms have been used to denote these ads, for instance, complex image ads, implicit ads, ambiguous ads, and under...
Research on the effect of product placement in television commercials on liking and memory
Viral commercials werken goed. De meeste jongeren bekijken viral commercials
en beoordelen ze positiever dan tv-commercials. Doordat viral commercials volgens
consumenten voor vermaak zorgen, ontwijken zij ze minder dan tv-commercials.
Ook onthouden jongeren de in viral commercials geadverteerde producten
en merken goed. Dit blijkt uit onderzoek va...
Measuring attention for online advertising through eyetracking
An exploration into differences in eye-movements between consumers searching for product information and consumers searching for product transactions using Google, MSN, Ilse, Kobala, and Lycos
How to measure emotions around advertisiements
How to measure package design using an innovative emotion measurement tool
This article investigates differences in the appreciation of open and closed advertisements. Ad openness refers to the amount of guidance towards a certain message in an advertisement. An open ad is defined as one which provides minimal guidance towards a certain message. Building on Phillips' research (2000), we studied whether the preference that...
Content analysis of changes in print ads
Effect of openness in commercials on skip behavior
Research to the effect of store windows in shopping behaviour (Dutch)
Een onderzoek naar de behoeften en beleving van een bisocoop bezoek versus het kijken van een film thuis (video)
