Ehsan’s Research Agenda
No matter the research topic or the approach, my ultimate goal is to add values to people’s “everyday life”.
The Potentials of MR and AR in Advertising
The project investigates the potentials to use the rapidly advancing technologies of mixed reality and augmented reality to encourage more environmentally-conscious purchasing behavior by significantly enhancing people’s understanding of the environmental impact of the products and services that they consume. The research project was funded by UMN Institute on Environment.
Cognitive and Affective Responses in the VR
This study examined the influence of product design and environment congruence on users’ cognitive and affective responses in the virtual environment. These factors were systematically manipulated in a 2×2 full-factorial experiment. A sample of 90 participants was used to test the study hypotheses. This study employed a between-subject design and participants were randomly assigned to one of the four experimental conditions. The results from statistical analysis of covariance (ANCOVA) confirmed the hypotheses of this experiment.