A total of 70 participants were immersed in the two VR contexts and a neutral control context in a randomized order. This study explored virtual reality (VR) as an efficient context-enhancing technology through evaluations of protein-enriched rye breads and compared the effects of a VR-simulated congruent (VR restaurant) and incongruent (VR cinema) contexts on the acceptance in older consumers. The creation of immersive contexts of a product with varying levels of appropriateness could be a useful tool for product developers in evaluating the extent to which context may influence food acceptance and eating behavior. New product development trajectories should consider the complexities of daily life eating situations. Immersive virtual reality (VR) videos can replicate complex real-life situations in a systematic, repeatable and versatile manner. Based on our study, we can state that VPs are a useful tool in product development when marketers create a negotiation situation understanding how consumers interpret virtual product models. A VR laboratory is a place where VR technology is well visible in which the visitors focus often on technology. A furniture fair is an event where the visitors focus on furniture. Our study indicates that the context in which 3D models are presented, affects the way that consumers understand them. In the comparison test setup in the fair, the test users talked to VPs in a way they would talk to any physical prototypes. Although in the VE laboratory test the test users broadly focused on technical features, in the fair the test users' main focus was on furniture models. The results of our study are promising for the use of 3D VPs in product development. The interviews were analyzed by focusing on the interviewees' talk about the essence of the prototypes. The test users (20 in the first setup and 13 in the second one) were individually interviewed. It is a qualitative method encompassing all the alternative conceptual ways to get an idea of how informants understand the phenomenon under study (Marton and Booth, 1997). The research method used is known as phenomenography. We used a comparative test setup: in a furniture fair, both physical and virtual prototypes were presented to consumers equipped with shutter glasses to view a 3D projection wall. We tested the usefulness of 3D VPs in an immersive Cave-like virtual environment (VE) at a Virtual Reality (VR) laboratory where the user views images in 3D with the help of shutter glasses. In our study of consumers' views we employed furniture models furniture as everyday and design-intensive products are commonly used, as they are easy to evaluate and purchase. In our paper, we study how consumers understand 3D VPs. Three-dimensional (3D) visualization technology is a promising method for presenting models (Jiang and Benbasat, 2007). Instead of testing physical prototypes, we test the use of virtual prototypes (VPs). Although excellent for negotiation purposes, physical prototypes generally make a product development process too expensive and time-consuming (Dahan and Srinivasan, 2000). The traditional way to make the ideas of a designer visible to those interested in them is to make a physical prototype. The results show that the traditional market management needs to better understand traders and customer’s behavior and interpretation toward their use of walkway space in the markets. Theories about space, place and the relationship between design and the life of the street markets were analysed in the study. This research carried out observations on the walkway spaces at Kemiri Muka (KM) and Sukatani (S) traditional markets in Depok City, West Java, Indonesia, to understand how people use such spaces. In the traditional market, walkways (walkway space) are commonly used in flexible ways with another purpose to circulate. The merchants and customers will decide how to use and access the space through how it is organized, their senses, and experiences. At the same time, the organization of the market space limits users’ flexibility, but it does not determine how users act toward space. The design of the market gives opportunities to the users to explore and use the existing space and shows how the occupations of the walkways change throughout the day. This article identifies how the relationship among objects, the diversity of activities, human senses, and space in traditional markets can influence-by constraining or enabling-users (e.g., traders and customers) via walkways in that space.
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