Added value of an autosterioscopic multiview 3-D display for advertising in a public environment

Chantal N. de Boer, R. Verleur, A. Heuvelman, Ingrid Heynderickx

Research output: Contribution to journalArticleAcademicpeer-review

17 Citations (Scopus)

Abstract

The rapid development of new media has made it increasingly possible to present people with ever richer experiences. The two experiments in this paper examine the mediating role of presence in a 3-D display as compared to a 2-D display with respect to commercials in a public environment. The results show that an autostereoscopic multiview 3-D display enhances the feelings of presence and produces a more positive brand attitude. Hence, autostereoscopic 3-D displays outperform 2-D displays for eye-catching out-door advertising.
Original languageEnglish
Pages (from-to)1-8
JournalDisplays
Volume31
Issue number1
DOIs
Publication statusPublished - 2010

Keywords

  • Memory
  • Presence
  • Advertisement
  • Brand attitude
  • Autostereoscopic 3-D display
  • IR-94527
  • METIS-271840

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