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This study aims to explore how perceived usefulness and perceived ease of use affect users' sensory experience and behavioral experience in the metaverse context, and explore the significance of building a metaverse platform for companies, and provide management enlightenment for corporate development.

Data were collected from 329 online participants and analyzed using structural equation modeling and hierarchical regression.

Perceived usefulness and ease of use have a significant influence on customer sensory experience and behavioral experience in the metaverse. Sensory experience mediates the influence of perceived usefulness and availability on behavioral experience. Social presence positively moderates the influence of both usefulness and ease of use on sensory and behavioral experience. In other words, perceived usefulness and perceived ease of use in the metaverse situation affect sensory experience through social presence, and then affect behavioral experience.

This research clarifies the effect of usefulness and ease of use on customer sensory and behavioral experience. It confirms the positive moderating role of social presence and the mediating role of sensory experience in the influence pathway between perceived usefulness, ease of use, and behavioral experience. From the perspective of management, this study provides theoretical support for the positive impact of corporate metaverse platform building on customer brand experience in the future, and provides impetus for companies to pay attention to improving the usefulness and ease of use of their metaverse platform.

With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli, the organism factors are presence and arousal and the response is the consumption intention. This model adeptly encapsulates the comprehensive process of stimuli while spectating a sporting event in a virtual environment.

For a VR stimulus, researchers developed a 3-min collegiate women’s volleyball game. Watching the game in VR were 131 collegiate students, who were then questioned about their visual and aural imagination of the game stimuli, perceived visual and aural stimuli, sense of presence, arousal and VR consumption intentions. To ensure the validity and reliability of the measurement model, confirmatory factor analysis was first conducted. Subsequently, the model was subjected to path analysis.

The measurement model demonstrated both validity and reliability. The subsequent path analysis yielded the model’s satisfactory fit. In particular, the mental visualization of VR spectators significantly influenced their perception of visual stimuli, while their imaginative engagement with auditory aspects impacted their perception of aural stimuli. The observed visual stimuli positively impacted the degree of presence experienced and the level of arousal induced. Similarly, the auditory stimuli exerted comparable effects on presence and arousal. The sense of arousal exhibited a considerable influence on the sense of presence. Furthermore, arousal emerged as a substantial determinant of individuals' VR consumption intentions.

The study highlights that the affective status of VR sport spectators is dominant in determining their consumption intentions. Also, the study finds the decisive role of presence in processing sensory stimuli in virtual sport spectating. It also provides managerial insight into designing and customizing VR sport experiences to be more enjoyable and impactful.

Early bio-psycho-social experiences can dramatically impact all aspects of development. Both autism and traumagenic histories can lead to trans-diagnostic behavioural features that can be confused with one another during diagnostic assessment, unless an in-depth differential diagnostic evaluation is conducted that considers the developmental aetiology and underpinning experiences and triggers to trans-diagnostic behaviours.

This paper will explore the ways in which biological, cognitive, emotional and social sequelae of early trauma and attachment challenges, can look very similar to a range of neurodevelopmental disorders, including autism. Relevant literature and theory will be considered and synthesised with clinical knowledge of trauma and autism.

Recommendations are made for how the overlap between features of autism and trauma can be considered during assessments alongside consideration for interventions to enable people to access the most appropriate support for their needs.

Many features of the behaviours of individuals who have experienced early childhood trauma and disrupted or maladaptive attachments, may look similar to the behaviours associated with autism and hence diagnostic assessments of autism need to carefully differentiate traumagenic causes, to either dual diagnose (if both are present) or exclude autism, if it is not present. This has for long been recognised in child and adolescent autism specialist services but is less well developed in adult autism specialist services.

This study aims to investigate and propose guidelines to enhance the accessibility of virtual reality (VR) interfaces for all users within professional learning environments. Motivated by a lack of comprehensive accessibility guidelines for VR learning, the study delves into a case study of Edstutia’s VR campus.

This case study examines the intersection of VR platform development and learning experience design through the lens of accessibility in human-computer interaction. It elaborates on how user experience feedback from differently-abled learners who were unable to fully participate in the VR experience due to disability shaped the 2.0 version development of a VR platform.

The outcomes of this case study are (1) a description of an inclusive and empathetic design application to increase multi-learner VR platform accessibility, (2) a sample actionable path from a design/development perspective in ensuring the accessibility design of a VR learning platform, and recommendations to facilitate the design process.

This case is a foundation for further research on improving accessibility in VR. In future work on VR campuses, we recommend scholars undertake research with an inclusive approach that actively involves users with different abilities in shaping guidelines, particularly on how individuals with different abilities should be approached for their input during the design and development process in a sensitive manner.

The authors summarize the steps taken to enhance the accessible interplay between the end users and the interface of VR technology in the emergence of VR accessibility standards. Central to this case’s exploration is the integration of accessibility as a pivotal element into an academic VR campus, i.e. multilearner education platform.

Increasing access to VR has strong social implications in a world where 17% of people report a disability.

This case contributes to the limited research available on increasing access to VR on campuses.

The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has demonstrated that providing sensory cues is an effective way to promote imaginative use or experience. However, such an approach seems to have been proposed for product that requires the use of body-related information (e.g. sensory information) for evaluation (high body-involving product). There is less literature on how to facilitate consumers’ imaginative use of product that requires relatively less bodily information (low body-involving product). Considering this, this research proposes a factor that influences the imaginative use of both high and low body-involving products, the character cues in the product image.

In this paper, two studies are conducted to verify the matching effect about presence or absence of character cues with product type (high body-involving vs. low body-involving) in facilitating imaginative use and the downstream effect.

The experimental results indicate that high (low) body-involving product display images are suitable for present (absent) character cues, which can promote the mental imagery of use the product, increase perceived image attractiveness and ultimately increase purchase intentions. The research also verified the influence of distance between the product and the character cues on the above effects.

We expand on the importance of character cues in product display images in an e-commerce environment and enrich the research about imaginative use in online environment.

This study aims to understand how unimanual and bimanual motor actions in the form of writing a message (handwriting and typing) influences consumer behavior intention and attitude.

Three studies have been conducted to understand how the method of writing (typing or handwriting) and moderator type of message (moderator: emotional vs. rational) can influence persuasion variables.

This paper shows evidence that bimanual and unimanual motor actions activate contralateral brain hemispheres and influence consumer behavior. Specifically, how the use of these motor actions leads to a change in behavior intention and attitude. Furthermore, how bidirectional behavior and role-reversal occurs when a unimanual vs bimanual motor actions are used to create an emotional or rational message.

This research focuses on explaining cognitive implications of unimanual vs bimanual motor actions (typing vs handwriting) on self and specifically on consumers when they are exposed to situations of producing/creating a message. Adding further evidence to persuasion, behavior intention and attitude research in embodied cognition (e.g. Petty and Cacioppo, 1986b; Briñol and Petty, 2008), the role of haptic interfaces in online marketing and consumer behavior (e.g. Brasel and Gips, 2015). The authors did not collect any FMRI data but it can be the future scope of this work.

The novel findings of bimanual and unimanual motor actions have a direct application to the current scenario of the online reviews/surveys, which have become a crucial point for e-commerce businesses and retailers that require customers to give feedback. Since, consumer emotions can influence behavioral outcomes and decision making through sensory cues (Abdolmohamad Sagha et. al, 2022; Haase Wiedmann and Labenz, 2022). From this perspective, depending on the mapping/recording of the felt emotionality or rationality by the customer, the feedback method can be oriented in a way to reduce the effect of negative reviews. Further applications are suggested for retailers, increasing prosocial or sustainable behavior and attitudes.

Marketing and advertising research conducted in different social settings is considered important in neuropsychology and neurophysiology research (Pozharliev et al., 2017). Therefore, this research can be extended to test in different social settings and marketing contexts, for example, in the virtual reality, metaverse and gamification. Thus, this research can serve as an avenue to examine the bimanual and unimanual motor actions in a scenario where the participants can combine several motor actions, for example, talking on the phone or walking while filling consumer reviews online/offline and wearing the VR devices like Apple Vision Pro and performing unimanual or bimanual motor actions.

Mapping of human behavior has always been done dependent on the cognition aspect and limited in its scope for embodied cognition. The results can be used for more direct and impactful ways of conducting surveys, feedback and handling communications for major businesses. In addition, it can be a helpful tool for message persuasion for a new brand or increasing awareness about sustainable consumption depending on typed or handwritten inputs by a potential consumer.

This chapter reviews research on age-related differences in how consumers process information. Specifically, it discusses many of the effects of aging on the quality and quantity of consumers' sensory, cognitive, and emotional functioning. Some studies suggest that the manner in which elderly (age 65 and over) consumers process information may render them more vulnerable than young and middle-aged consumers to malign persuasion attempts. This chapter reveals that age has selective effects on information processing such that elderly consumers are sometimes more susceptible to marketing influence and sometimes they are less susceptible.

This chapter clarifies the definition and reviews recent theories of consciousness, such as the dual systems framework, global workplace theory, and higher-order theory. Aspects of conscious experiences are useful in studying tourism decisionmaking, memory, emotions, tourism behaviour, and other topics related to tourism psychology. For instance, studies on conscious experiences of decisionmaking are useful to better understand destination choice and tourists' emotions elicitation, unconscious biases help to understand tourism attitude formation, while explicit and implicit cognition research provides insights to destination image attributes. Future studies may consider using objective and subjective methods of studying consciousness in the tourism context.

Virtual reality (VR) has been explored as a training and testing environment in a range of work contexts, and increasingly so in transport. There is, however, a lack of research exploring the role of VR in the training of tram drivers, and in providing an environment in which advances in tram technology can be tested safely. This study aimed to test a novel haptic tram master controller within a tram-based Virtual environment (VE).

The master controller is the primary mechanism for operating a tram, and its effective manipulation can significantly influence the comfort and well-being of passengers, as well as the overall safety of the tram system. Here, the authors tested a haptically enhanced master controller that provides additional sensory information with 16 tram drivers. The feasibility and user acceptance of the novel technology were determined through surveys.

The results indicate that the haptic master controller is seen as beneficial to the drivers suggesting that it could enhance their driving and demonstrate good acceptance. The VE has provided a potential training environment that was accepted by the drivers and did not cause adverse effects (e.g. sickness).

Although this study involved actual tram drivers from a local tram company, the authors acknowledge that the sample size was small, and additional research is needed to broaden perspectives and gather more user feedback. Furthermore, while this study focused on subjective feedback to gauge user acceptance of the new haptic technology, the authors agree that future evaluations should incorporate additional objective measures.

The insights gained from this VE-based research can contribute to future training scenarios and inform the development of technology used in real-world tram operations.

Through this investigation, the authors showed the broader possibilities of haptics in enhancing the functionality and user experience of various technological devices, while also contributing to the advancement of tram systems for safer and more efficient urban mobility.

This chapter discusses the main psychological paradigms used in the past 100 years, psychodynamism, behaviourism and cognitivism based on an information processing paradigm, and later cognitivism based on complex interactive mental processes. It briefly introduces the main concepts of later cognitive psychology: consciousness, sensation, perception, attention, emotion and memory. Each of these concepts will be discussed in detail in later chapters along with their application to tourism. One basic assumption of cognitive psychology is that the brain emerged through evolution and has survival value. However, this means that the brain is not a unified designed organ but has layers of development, one building on the others.