![]() TYPES OF STEREOGRAPHIC THREE-DIMENSIONAL DISPLAYS IN MARKETING AND CONSUMER RESEARCH We shall then indicate how such stereographic displays can enhance vividness, clarity, realism, and depth in analyzing data ("probing explorations"), communicating findings ( "deep displays"), addressing consumers ("virtual reality"), and enriching our understanding of consumption phenomena ("profound insights"). ![]() Toward this end, we shall begin with a brief review of the major approaches to presenting stereo 3-D images. In the present paper, we shall sketch the broad outlines of this research program and shall provide some illustrations that we hope will motivate the reader to look further into the three-dimensional world of stereography. These sources provide detailed treatments of the topics reviewed here, plentiful examples of the relevant techniques, applications to specific areas of interest, links to related Web sites, and extensive bibliographical references for anyone wishing to explore stereo 3-D imagery in greater. General overviews Cincluding full-color versions of this paper as well as the ACR presentation on which it is based Cappear at. Recently, increased attention has focused on the potential uses for three-dimensional stereography in marketing and consumer research (Holbrook 1996c, 1997c, 1997d, 1998c, 1998e, 1998f Kuwahara 1998). Specifically, they enhance the vividness, clarity, realism, and depth of our visual representations in ways that contribute greatly to the research enterprise. Stereographic three-dimensional images do precisely that. In other words, we value any approach that can improve our ability to visualize information in any of the four ways just mentioned. Obviously, we want these explorations, displays, realities, and insights to be as probing, deep, virtual, and profound as possible. In short, we rely on the visualization of information to explore the nature of multivariate relationships to display our findings to portray consumption experiences realistically and to express our own thoughts or feelings while also facilitating insights into the problems we study. We then indicate how such stereographic displays can enhance vividness, clarity, realism, and depth in analyzing data ("probing explorations"), in communicating findings ( "deep displays"), in addressing consumers ("virtual reality"), and in enriching our understanding of consumption phenomena ("profound insights").Ĭommonly used techniques in the methodological tool kits of marketing and consumer researchers entail the use of visual displays to explore our data, to communicate various aspects of our work to interestedaudiences, to address consumers, or to enlighten ourselves via personal epiphanies and private discoveries. Toward this end, we begin with a brief review of the major approaches to presenting stereo 3-D images. Stereographic three-dimensional images can greatly enhance the vividness, clarity, realism, and depth of visual displays Cthereby improving our ability to visualize information in ways that may play an important role in marketing and consumer research and that therefore deserve our consideration. ![]() PROBING EXPLORATIONS, DEEP DISPLAYS, VIRTUAL REALITY, AND PROFOUND INSIGHTS: THE FOUR FACES OF STEREOGRAPHIC THREE-DIMENSIONAL IMAGES IN MARKETING AND CONSUMER RESEARCH Scott, Provo, UT : Association for Consumer Research, Pages: 240-250.Īdvances in Consumer Research VolPages 240-250 Holbrook and Takeo Kuwahara (1999) ,"Probing Explorations, Deep Displays, Virtual Reality, and Profound Insights: the Four Faces of Stereographic Three-Dimensional Images in Marketing and Consumer Research", in NA - Advances in Consumer Research Volume 26, eds. We then indicate how such stereographic displays can enhance vividness, clarity, realism, and depth in analyzing data (Aprobing in communicating findings (Adeep in addressing consumers (Avirtual and in enriching our understanding of consumption phenomena (Aprofound B. ![]() ABSTRACT - Stereographic three-dimensional images can greatly enhance the vividness, clarity, realism, and depth of visual displaysCthereby improving our ability to visualize information in ways that may play an important role in marketing and consumer research and that therefore deserve our consideration. ![]()
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