Darius-Aurel Frank
Assistant Professor, CEO, PhD
Recent publications
How the Presence of Employee Avatars Affects Consumers' Shopping Behavior in Virtual Reality
July 16, 2024, Aarhus University, AarhusBrands are increasingly leveraging the metaverse to promote their products and services, yet the social influence of avatars in this realm remains largely unexplored. Our latest research reveals that both human and robotic employee avatars can significantly affect purchasing decisions in virtual shopping environments, particularly for embarrassing products.
Highlights:
Both human and robotic employee avatars reduce consumer purchase behavior, including time and money spent, in embarrassing metaverse contexts
Consumers recall the brand of embarrassing products less but are more likely to remember the sale in the presence of avatar employees
The negative impact of avatars is significant in embarrassing settings but not in non-embarrassing ones
Marketers should avoid using avatars to promote embarrassing products in the metaverse
Ready to optimize your virtual avatar sales promotions?
Unveiling Metaverse Memory Processes
June 21, 2024, Aarhus University, AarhusApple's Vision Pro impresses not only with its build quality but also fidelity. This made us wonder how high (vs. low) visual fidelity may affect consumer responses to virtual brand and product experiences. Below, we present results of our most recent study comparing high (vs. low) fidelity on consumers' memory performance in a VR shopping setting.
Highlights:
Visual fidelity of VR headsets and task affect memory performance and spending
Higher visual fidelity increases explicit memory performance
Lower visual fidelity increases implicit memory performance for browsing tasks
In-store spending decreases with higher explicit memory performance
Ready to optimize your customers' virtual user experience?
Recent events
Invited Guest at Thought Leadership Conference: Innovation for a Digital and Aging Society
May 13-14, 2024, UC3M, MadridThis research initiative, spearheaded by Professor Tor W. Andreassen (NHH), brought together distinguished service researchers, including Professors Jochen Wirtz (National University of Singapore), John Bateson (Bayes Business School), Cristina Mele (University of Naples Federico II), Werner Kunz (University of Massachusetts), and Lars Witell (Linköping University), among others. The initiative aims to address grand challenges at the intersection of technology and demographics: the shift toward a digital and aging society, and the remarkable opportunity to leverage innovation to enhance the well-being of millions globally.
Organizer and Moderator at Danish Innovation Index 2024 Annual Award Conference
March 1, 2024, Aarhus University, AarhusDanish Innovation Index and the Department of Management, Aarhus University, invited leaders, managers, partners, scholars, students and the public to join the annual award conference live-stream online on March 1, 2024, 14.00 - 16.00. The theme of this years' conference was digital, social and commercial innovation, and how its mix helps facilitate innovativeness of modern, customer-centric companies in Denmark. The event featured distinguished speakers as well as DII award winners, such as Prof. Timothy Keiningham, Jakob Moll, CDO, Zetland, Anne Marie Kindberg, CRO, Lunar Bank, Henrik Lund, CEO, Naturli, and Anders Sahl Hansen, CIO, AURA.
Recent projects
VR Shall See
August 2024 – December 2024In this project, researchers from the departments of Management and Computer Science, Aarhus University, and Nuremberg Institute for Market Decisions e.V. explore 3D navigation paradigms and their effects on consumer behavior at the point of sale in virtual worlds.
VR Unpacked
August 2024 – January 2025In this project, an expert team of researchers from the Department of Management, Aarhus University, joins forces with Normal A/S to validate the effectiveness of virtual reality onboarding and training on employee' task performance and job satisfaction.