This past fall students in Marketing 301 (Principles of Marketing) completed their augmented reality projects. The challenge was to use AR to its full benefit above and beyond a simple ad or a QR code. Anybody can scan a QR code and be taken to a video or a website, the challenge with AR is to use it in order to enhance a trigger image. I’ve posted two ads that did a great job at just that, to view the ads you’ll need to follow these instructions.
- First, download the HP Reveal app on your iPhone or Android phone. Then create a user account
- To view the first advertisement for Nike search for and follow kparker3
- Activate HP Reveal and scan the picture of the Nike shoe above
- To view the second advertisement for the Mercantile restaurant search for and follow damonkdixon
- Active HP Reveal and scan the picture of the menu also above
The new iPhone 8 comes with an augmented reality feature that allows the phone to transform static images such as a picture or the person sitting beside you to something that becomes more interactive. Users can fight a dragon on a basketball court, stand next to celebrities so that you can take selfies with them, or watch a baseball game and have the players stats appear right above their head during a live game. Typical 2D images are all around us but augmented reality allows us to add images to create a more dynamic scene. For example, if you’re at a baseball game wouldn’t it be neat to view the batter on your phone and have his likelihood of getting a hit appear on the screen next to his image, or perhaps you can you’re at a restaurant and you want to know what the items look like before you order them, augmented reality allows for an image to appear based on the static image. For more information check out this link.
This fall my independent study students have chosen to study the international trade in heavy weaponry. We’ll be focusing on heavy arms (planes, tanks, missiles, etc.) sold by firms in the U.S to customers overseas. In most cases the sale is to another country but in some cases the sale could be to a group located abroad. The topic covers the interests of the two independent study students (Anastasia and Jessica) and we can draw upon the expertise of our faculty member John Burrow. We have data on arms sales from the U.S to others, we’ll be combining that with other metrics to see if we can find patterns in what drives arms sales, where, and when.
We’ve all done it, something of ours breaks and we throw it away. The laptop we’re using no longer works unless it’s plugged in, the jacket you love has a broken zipper, or the dresser that you own has a broken drawer. Instead of fixing the problem or donating the product to someone else you decide to discard it. It’s easier to discard than it is to fix the problem, or you may be too embarrassed to donate a product that you wouldn’t use yourself to someone else. However, by discarding the product you contribute to the over 200 million tonnes of garbage that Americans discard each year. Many products (including the broken glasses on the left) are still useful: http://www.lionsclubs.org/EN/how-we-serve/health/sight/eyeglass-recycling.php. The key to preventing this waste is to think of products as a collection of independent parts rather than a whole that is reliant on all of the parts. Dr. Dave Kolar and I recently presented a study at the Marketing and Public Policy Conference in D.C which found that consumers are more likely to donate based on the level of product completeness. The more we view a product as complete the less likely we are to discard it. To see a summary of our study please click on the link: MPPC Poster – June 5 2017.
This semester we are experimenting with augmented reality in our principles of marketing (Mktg 301) class. Students are taking a static image and then making it come to life using augmented reality. The idea is to enable our students to use one of the emerging methods of advertising to create advertisements for our clients Dragonfly Yoga Studio, The Agora Coffee Shop, or the College of Business. If you’re not sure what augmented reality is check out this video.
Two of my independent study students recently returned from the Society for Personality and Social Psychology Annual Meeting in San Antonio where they presented our paper on anticipation and how it impacts the evaluation of outcomes. The study examined the benefits of planning ahead and how it can enhance your overall experiences which in itself is quite interesting. What’s more noteworthy (for the time being) is that both students are not psychology students. They’ve taken consumer behavior and they know that psychology influences consumer behavior but they initially treated psychology as a different field. In some schools, fields like psychology or economics exist in different universes than business, students are exposed to the linkages between them. We try our best not to exist in our silos but it’s hard not to when we’re preoccupied with the difficult task of publishing quality work in our field. However, when we diminish the interdisciplinary nature of our fields the students miss out on potential opportunities. For Kenny and Sara, did presenting a research study at a psychology conference make them better psychologists (not by much), but did it make them better versed in the integration of psychology and marketing, absolutely.