Talk at the 17th Annual International Conference on Sports... Athens/Greece, 08.-11.05.2017

2. VR-glasses, mobile device connectivity, social
media integration and easy to use video
stitching hardware and software have flooded
the market; even the sports business…

4. „PRESENCE is defined as the subjective experience
of being in one place or environment,
even when one is physically
situated in another.“
(Singer & Witmer, 1998, S. 225)

5. IMMERSION:
In what way are the human senses addressed by an
output device?
How extensively do the output devices shield
the user from the real environment?
What is the (technical) quality?
(Screen resolution, facial field,
room sound etc.)?
(vgl. Slater & Wilbur, 1997)

6. HEAD MOUNTED DISPLAYS (VR-GLASSES)
offer highly immersive experiences
via VR and 360º-video and thus create
ideal conditions for an
presence-Experience ...

7. What influence does the presence experience have on
psychological and physiological parameters
and what does it mean for training,
learning and marketing?

8. The impact of 360º-video
on stress sensitivity
and motivation
Study

9. Fitness equipment "simulate" sports activities:
cycling and rowing on an ergometer, jogging on a treadmill, etc.

10. The usage often follows an extrinsic motivation:
... to increase individual endurance, stress management,
health promotion etc.
And sometimes the usage is merely the best and only
substitute if the „real“ activity is currently impossible

11. Are motivation and stress sensitivities on a bicyle ergometer
influenced by the visualization of the "natural" movement
on 360-degree video?

12. 2 research groups
360º-video on VR-
goggles* (n=12)
control group
(n=12)
Task: 4 training sessions (warm-up) with bycicle ergometers
with a duration of 10 min. each over the course of 3 weeks

13. *LG 360 VR with LG G5
Image: „LG 360 VR…“ by iphonedigital on flickr.com (http://bit.ly/2pqhRVg)

15. 2 survey aspects
General sports motivation
via „Situational Motivation
Scale“ (SIMS)*
Stress sensitivity:
Subjective perception via
„Borg Scale“** vs. heart
rate
* (Guay, Vallerand & Blanchard, 2000) | ** (Borg, 1982)

16. Sample allocation
„low“ „high“ „low“ „high“
n=12 n=12
Training frequency ≤ 2/week („low“) vs. ≥ 3/week („high“)

17. Control group
2
16
6
360º-video-group
1
11
12
Probands with low training intensity (2 or less workouts/week)
subjective stress perception is
lower
alike
higher

18. Control group
3
2
19
360º-video-group*
2
6
9
Probands with high training intensity (3 or more workouts/week)
subjective stress perception is
lower
alike
higher
*dropout of 7 probands due to motion sickness

19. Stress sensitivity by training frequency
Training for 360º-video
group “easier" than for
control group;
greater impact on
women than on men
Training for 360º-video
group “harder" than for
control group;
no gender differences
„low“ „high“

20. Motivation comparison by training frequency
360º-video group is better
motivated than control
group;
women seem to be less
motivated than men.
High level of intrinsic
(„fun“) & extrinsic
(„health“) motivation; no
gender or group
differences
„low“ „high“

21. Findings:
360º-video on fitness machines seems to has positive effects
for people with a low training frequency (and potentially less
intrinsic motivation). These effects are more pronounced
in women than in men.
For people with a higher training frequency
(and higher intrinsic motivation)
360º-video proves distracting and makes
self-perception (regarding stress sensitivity)
more difficult.

22. The impact of 360º-video
on brand communication
Study

23. A central aspect of brand communication is
experience: Brands should become tangible and
understandable for consumers.

24. On the one hand, the goal of customer loyalty is
pursued. On the other hand, brand attributes and
brand values should be transported and
sustained.

25. What influence do immersion and presence have
on successful communication?

26. 2 treatment groups
360º-video
on VR-goggles (n=47)
16:9 video projection
via monitor (n=34)
(sample: people with driving licenses at the ages of 18 to 35)

27. *Zeiss VRone with iPhone 7

28. **iMac, 21,5‘‘

29. Screenshot: „A breathtaking Audi sailing event in VR“ by Audi Sailing
(2016) - https://youtu.be/GcxOMDC8wBE

30. Survey on explicit brand awareness
0 10 20 30 40
40
7
0 10 20 30 40
33
1
(No correlation to gender, age, technical affinity or preferred car brand)
not recognized
recognized

31. Query of attributes that are linked to the content
8 attributes of "Audi brand DNA" (according to Schmidt & Vest, 2010, p. 73)
Supplemented by 12 extra items
Totally agree rather applies draw rather not applies totally disagree

32. Items with significantly* higher approval
athletic perfect, dynamic,
passionate,
individual, attractive,
self-confident,
young, sophisticated*(t-test, p<0,05)

33. Items with significantly* higher rejection
traditional, boring, vintage,
old
*(t-test, p<0,05)

34. Items without significant* differencens
fascinating, sporty, innovative, modern,
top-quality, stylish, successful
*(t-test, p<0,05)

35. Findings:
Not every "experience" presupposes a sense of
"presence“.
Differentiation where presence becomes the
message: Aspects that are linked to an
“immediate" experience can be mediated
successfully in immersive environments.

36. Conclusion:
360º-videos have a high immersion potential though
effects can be ambivalent depending on the usage
context.
High novelty overlays the content debate.
The impact of the used device is subject to further
research.

37. YOUR QUESTIONS?! ...

38. Prof. Dr. Andreas Hebbel-Seeger
Head of Media School at Campus Hamburg,
Macromedia University of Applied Sciences
Gertrudenstr. 3, 20095 Hamburg
Germany
eMail: ahebbel-seeger@macromedia.de
Blog: www.sky-hi.de
Feedback: http://speakerscore.com/ahs-360
CONTACT

39. Cited sources
Borg, G. (1982) Psychophysical bases of perceived exertion. Medicine and Science in Sports and Exercise 14 (5), 377–381
Guay, F., Vallerand, R.J. & Blanchard, C. (2000). On the Assessment of Situational Intrinsic and Extrinsic Motivation: The
Situational Motivation Scale (SIMS). Motivation and Emotion 24 (3), 175–213.
Schmidt, D. & Vest, P. (2010). Die Energie der Marke. Ein konsequentes und pragmatisches Markenführungskonzept.
Wiesbaden: Gabler..
Icons based on
„DD-Pin-Icon-Set“ by carerart
„Free Screens Vector Icons“ by nightwolfdezines
„VR Icon Set“ by nick_standoutreclame