Curriculum
Neuroscience, Technology and Society, XXXIX series
Grant sponsor
Università degli Studi di Padova
Supervisor

Luciano Gamberini
Co-supervisor
s
TBD
Contact
luca.bergamin.3@studenti.unipd.it

Project description
In today's globalised world, the exchange of goods and services has evolved, with a significant shift from traditional in-store shopping to online shopping, accelerated by the COVID-19 pandemic. While online commerce offers convenience, it also raises concerns, particularly among adults, about a lack of trust in online sellers due to the inability to physically interact with products. To address these challenges, Extended Reality (XR) technologies, including Augmented Reality (AR) and Virtual Reality (VR), have emerged as transformative tools to support the purchase decision process by providing visually immersive experiences, satisfying consumers' need for touch and potentially alleviating information overload, enabling individuals to make more informed and confident decisions. However, despite their rapid adoption, the impact of different XR technologies in the retail context is still an underexplored area of research. Therefore, the overall aim of my project is to investigate consumer behavior within the realm of shopping using XR technologies. The ultimate goal is to build a thorough understanding of how XR technologies can be used to foster more aware purchase choices, for example, by promoting the choice of more healthier food items and more generally more sustainable products. Importantly, the project aims at exploiting XR technologies as an extended layer on which the consumer can access readily available information, thereby providing him/her an additional tool to be used in the purchase de