- Article
High-Quality, High-Impact Augmented Virtuality System for the Evaluation of the Influence of Context on Consumer Perception and Hedonics: A Case Study in a Sports Bar Environment
- João Pedro Marques,
- José Carlos Ribeiro,
- Rui Costa Lima,
- Luís Baião,
- Bruna Barbosa,
- Célia Rocha and
- Luís Miguel Cunha
The adoption of immersive technologies is increasing in sensory, consumer, and marketing research, yet existing extended reality (XR) systems face limitations in realism, ease of product interaction, presence, data collection, and scalability. This s...

