http://hdl.handle.net/1893/2407 Electronic copies of Marketing and Retail conference papers and proceedings. 2026-10-03T15:54:40Z http://hdl.handle.net/1893/37700 Title: Breaking the Forth Wall through Extended Reality Author(s): Kao, Jason S; Kao, Karen Abstract: Filmmakers pursue a goal of a more absorbing and powerful sensory viewing experience through implementing advanced technologies. With the thriving of extended reality (XR), an XR revolution in the entertainment industry has been initiated by practitioners. This article reviews cinematic realism from aspects of photorealism, the phenomenal S3D cinema, and its unfulfillments for the immersive experience, and elaborates the XR trend by specifying the potential of implementing augmented reality (AR) as a medium for a new level of cinematic realism. AR's feature of presenting virtual imaging in the physical world provides a solid foundation for an extended dimension over the viewing screen. This article introduces the concept of augmented dimension (AD) that implements augmented reality as the out-of-screen visual effects to explore the perceptual realism in cinematic experiences. Compared with stereoscopic 3D films, the three-dimensional perception in AD can be considered as perceptual realism rather than photorealism. This article also illustrates the proposed pipeline to produce AD films and concludes the potential of AD for the future immersive cinema. 2023-10-17T00:00:00Z http://hdl.handle.net/1893/32968 Title: Look Who’s Talking: Exploring Older Adults’ Organic Electronic Word-of-Mouth (eWOM) Author(s): Wilson-Nash, Carolyn Abstract: An increasing number of older adults are using the Internet. As a result, online communities have become a popular and beneficial outlet for older adults to share stories and connect with each other. This generates copious eWOM relating to products and services, however, there is no research on older adults and their organic creation of and exposure to eWOM. This paper therefore analyses 622 threads and 42,318 replies from a social online community for older adults. This is with the intention to re-conceptualise existing eWOM frameworks to account for this under-researched consumer group and provide marketers with a holistic understanding. 2021-05-06T00:00:00Z http://hdl.handle.net/1893/30383 Title: "It's Like Somebody Else's Pub": Understanding Conflict in Third Place Author(s): Goode, Amy; Anderson, Stephanie Editor(s): Diehl, Kristin; Yoon, Carolyn Abstract: In line with calls to explore the consumption in and of place we reveal conditions of third place to be susceptible to conflict. Through the context of a British pub we demonstrate that third place is a fragile condition by identifying three forms of emergent conflict: misuse, misappropriation and misalignment. 2015-01-01T00:00:00Z http://hdl.handle.net/1893/29941 Title: From F.O.M.O. to Changxin: A Cross-cultural Exploration of Consumer Response to Newness in the Fast-moving Consumer Goods Industry Author(s): Wilson-Nash, Carolyn; Xiao, Sarah Abstract: The fast-moving consumer goods (FMCG) industry is subject to quick and impulsive decision making by consumers. As a result, new products on the market have an opportunity to be purchased but do struggle to remain on the shelves. New products in EU markets are failing, whilst in emerging countries FMCG brand growth and new product success continues to increase. This paper extends the current literature on new product development, product design and line extensions to explore why newness is more attractive in emerging markets compared to EU markets. Data collected from focus groups in the UK, Brazil and China are analysed to develop four main themes for discussion. Hedonic consumption, utilitarian consumption, touchpoints and self-regulation are involved in the consumer purchasing of new FMCG products. An interesting hedonic consideration is the idea of F.O.M.O, (fear of missing out) or Changxin in China, when not purchasing a product would mean missing out on what others are using and a potentially better alternative to the present product. Finally, the identified themes demonstrate cultural differences between the subject countries and recognise why new products are more likely to be purchased in Brazil and China. 2019-07-02T00:00:00Z