Article (Scientific journals)
Perception of avatars nonverbal behaviors in virtual reality
Etienne, Elodie; Leclercq, Anne-Lise; Remacle, Angélique et al.
2023In Psychology and Marketing, 40 (11), p. 2464-2481
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Keywords :
avatars; communication skills; frontline employees; nonverbal behavior; presence; speech performance; training; virtual reality
Abstract :
[en] Virtual reality has shown great potential in many fields, especially in business and psychology. By immersing someone in a new computer-generated reality, it is possible to create realistic, safe, and controllable simulations for research and training, as well as new three-dimensional-enriched consumer experiences and services. Most of these environments, especially in the metaverse, rely on virtual representations of people called avatars. The design and non-verbal behaviors of these avatars must be carefully crafted to provide a realistic and truly immersive experience. This paper aims to understand how avatar nonverbal behaviors (i.e., body posture, facial expression, and head movement) are perceived by users immersed in a virtual reality context, a very common situation encountered in many simulations and especially during training. Therefore, the first objective of this study is to validate, through an experiment with 125 participants, how the audience's levels of emotional valence and arousal are perceived in virtual reality. Based on these results, a library of audience non-verbal behaviors corresponding to different arousal and valence levels is now available for future applications. The experiment also examines the benefits of using low-end versus high-end virtual reality headsets, and photo-realistic versus cartoon avatars. The results have implications for the design of realistic, challenging, and interactive virtual audiences.
Disciplines :
Quantitative methods in economics & management
Treatment & clinical psychology
Author, co-author :
Etienne, Elodie  ;  Université de Liège - ULiège > HEC Liège : UER > UER Opérations
Leclercq, Anne-Lise  ;  Université de Liège - ULiège > Département de Logopédie ; Université de Liège - ULiège > Unités de recherche interfacultaires > Research Unit for a life-Course perspective on Health and Education (RUCHE)
Remacle, Angélique  ;  Université de Liège - ULiège > Département de Logopédie > Logopédie des troubles de la voix ; Université de Liège - ULiège > Unités de recherche interfacultaires > Research Unit for a life-Course perspective on Health and Education (RUCHE)
Dessart, Laurence  ;  Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique
Schyns, Michael ;  Université de Liège - ULiège > HEC Liège : UER > UER Opérations : Informatique de gestion
Language :
English
Title :
Perception of avatars nonverbal behaviors in virtual reality
Publication date :
15 July 2023
Journal title :
Psychology and Marketing
ISSN :
0742-6046
eISSN :
1520-6793
Publisher :
John Wiley & Sons, Hoboken, United States - New Jersey
Special issue title :
New horizons in customer experience: Exploring human embrace of Technologies 4.0 from a marketing perspective
Volume :
40
Issue :
11
Pages :
2464-2481
Peer reviewed :
Peer Reviewed verified by ORBi
Available on ORBi :
since 03 October 2022

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