Frank A. Biocca

Toward a more robust theory and measure of social presence: review and suggested criteria

At a time of increased social usage of net and collaborative applications, a robust and detailed theory of social presence could contribute to our understanding of social behavior in mediated environments, allow researchers to predict and measure differences among media interfaces, and guide the design of new social environments and interfaces. A broader theory of social presence can guide more valid and reliable measures. The article reviews, classifies, and critiques existing theories and measures of social presence. A set of criteria and scope conditions is proposed to help remedy limitations in past theories and measures and to provide a contribution to a more robust theory and measure of social presence.

The Cyborg's Dilemma: Progressive Embodiment in Virtual Environments †

StudyW Academ Excellen Award Collab-U CMC Play E-Commerce Symposium Net Law InfoSpaces Usenet NetStudy VEs

Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence

Abstract The conceptualization of a virtual experience has emerged because advancements in computer technology have led to a movement toward more multisensory online experiences. Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D advertising is capable of enhancing presence and, to varying degrees, ultimately influencing the product knowledge, brand attitude, and purchase intention of consumers. The marketing implications are immediate because the ability to create a compelling virtual product experience is not beyond the current capability of interactive advertising. By creating compelling on-line virtual experiences, advertisers can potentially enhance the value of product information presented and engage consumers in an active user-controlled product experience.s

Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion.

To be truly useful for media theory, the concept of presence should be applicable to all forms of virtual environments including those of traditional media like television and traditional content such as advertising. This study reports the results of an experiment on the effects of the visual angle of the display (sensory saturation) and room illumination (sensory suppression) on the sensation of telepresence during normal television viewing. A self-report measure of presence yielded two factors. Using [Gerrigs (1993)] terminology for the sense of being transported to a mediated environments, we labeled the two factors “arrival,” for the feeling of being there in the virtual environment, and “departure,” for the feeling of not being there in the in physical environment. It appears that being in the virtual environment is not equivalent to not being in the physical environment. A path analysis found that these two factors have very different relationships to viewer memory for the experience and for attitude change (i.e., buying intention and confidence in product decision). We theorize that the departure factor may be measuring the feeling that the medium has disappeared and may constitute a deeper absorption into the virtual environment. The study did not find evidence that visual angle and room illumination affected the sensation of telepresence

The effect of the agency and anthropomorphism of users' sense of telepresence, copresence, and social presence in virtual environments

We report on an experiment that examined the influence of anthropomorphism and perceived agency on presence, copresence, and social presence in a virtual environment. The experiment varied the level of anthropomorphism of the image of interactants: high anthropomorphism, low anthropomorphism, or no image. Perceived agency was manipulated by telling the participants that the image was either an avatar controlled by a human, or an agent controlled by a computer. The results support the prediction that people respond socially to both human and computer-controlled entities, and that the existence of a virtual image increases tele-presence. Participants interacting with the less-anthropomorphic image reported more copresence and social presence than those interacting with partners represented by either no image at all or by a highly anthropomorphic image of the other, indicating that the more anthropomorphic images set up higher expectations that lead to reduced presence when these expectations were not met.

A Process Model of the Formation of Spatial Presence Experiences

In order to bridge interdisciplinary differences in Presence research and to establish connections between Presence and “older” concepts of psychology and communication, a theoretical model of the formation of Spatial Presence is proposed. It is applicable to the exposure to different media and intended to unify the existing efforts to develop a theory of Presence. The model includes assumptions about attention allocation, mental models, and involvement, and considers the role of media factors and user characteristics as well, thus incorporating much previous work. It is argued that a commonly accepted model of Spatial Presence is the only solution to secure further progress within the international, interdisciplinary and multiple-paradigm community of Presence research.

Comparative effectiveness of augmented reality in object assembly

Although there has been much speculation about the potential of Augmented Reality (AR), there are very few empirical studies about its effectiveness. This paper describes an experiment that tested the relative effectiveness of AR instructions in an assembly task. Task information was displayed in users field of view and registered with the workspace as 3D objects to explicitly demonstrate the exact execution of a procedure step. Three instructional media were compared with the AR system: a printed manual, computer assisted instruction (CAI) using a monitor-based display, and CAI utilizing a head-mounted display. Results indicate that overlaying 3D instructions on the actual work pieces reduced the error rate for an assembly task by 82%, particularly diminishing cumulative errors - errors due to previous assembly mistakes. Measurement of mental effort indicated decreased mental effort in the AR condition, suggesting some of the mental calculation of the assembly task is offloaded to the system.

Virtual reality in neuroscience research and therapy

Virtual reality (VR) environments are increasingly being used by neuroscientists to simulate natural events and social interactions. VR creates interactive, multimodal sensory stimuli that offer unique advantages over other approaches to neuroscientific research and applications. VRs compatibility with imaging technologies such as functional MRI allows researchers to present multimodal stimuli with a high degree of ecological validity and control while recording changes in brain activity. Therapists, too, stand to gain from progress in VR technology, which provides a high degree of control over the therapeutic experience. Here we review the latest advances in VR technology and its applications in neuroscience research.

Does Home Internet Use Influence the Academic Performance of Low-Income Children?

HomeNetToo is a longitudinal field study designed to examine the antecedents and consequences of home Internet use in low-income families (http://www.HomeNetToo.org). The study was done between December 2000 and June 2002. Among the consequences considered was children’s academic performance. Participants were 140 children, mostly African American (83%), mostly boys (58%), and most living in single-parent households (75%) in which the median annual income was

The Role of Virtual Experience in Consumer Learning

15,000 (U.S. dollars) or less. Average age was 13.8 years. Ages ranged between 10 and 18 years, Internet use was continuously recorded, and multiple measures of academic performance were obtained during the 16-month trial. Findings indicated that children who used the Internet more had higher scores on standardized tests of reading achievement and higher grade point averages 6 months, 1 year, and 16 months later than did children who used it less. Older children used the Internet more than did younger children, but age had no effect on the nature or the academic performance benefits of Internet use. Implications for the digital “use” divide are discussed.