Ehsan’s Research Agenda
My ultimate objective is to enhance the human experience by consistently delivering research that improves the daily lives of people, regardless of the topic or approach.
The Potentials of MR and AR in Advertising
The research project, funded by the UMN Institute on Environment, aims to explore the use of mixed reality and augmented reality technologies to promote more environmentally-conscious purchasing behavior. The goal is to enhance people’s understanding of the environmental impact of the products and services they consume, by leveraging the advancements in mixed and augmented reality technologies. The research will investigate the potential of these technologies in encouraging more sustainable purchasing decisions, by providing consumers with an immersive and informative experience.
Cognitive and Affective Responses in the VR
This research aimed to investigate how product design and environment congruence affect cognitive and emotional responses of users in virtual environments. The study employed a 2×2 full-factorial design, where both factors were systematically manipulated. A sample of 90 participants were randomly assigned to one of the four experimental conditions and the study was conducted using a between-subject design. The hypotheses were tested using statistical analysis of covariance (ANCOVA) and the results confirmed the hypotheses. The experiment was then replicated in a 2.5D VR environment.