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DTSTAMP:20251016T135137Z
LOCATION:Riverside East
DTSTART;TZID=America/Chicago:20251015T173000
DTEND;TZID=America/Chicago:20251015T183000
UID:HFESAM_ASPIRE 2025_sess138_POST516@linklings.com
SUMMARY:Investigating the Impact of Personalization Strategies in XR Adver
 tisements on Engagement, Trust, and Purchase Intent
DESCRIPTION:Pushti Vora (University of Illinois) and Inki Kim (University 
 of Illinois College of Medicine)\n\nExtended Reality (XR) advertising is r
 eshaping digital marketing by offering immersive, AI-powered brand experie
 nces. While XR campaigns by major brands have shown promise in boosting en
 gagement and purchase intent, ethical concerns about personalization and d
 ata use remain underexplored. This study investigates how two AI-driven pe
 rsonalization strategies—historical (based on past user behavior) and cont
 extual (based on real-time user interactions)—impact engagement, trust, an
 d purchase intent within XR ads. Using a within-subjects design, UIUC stud
 ents experienced both personalization conditions via Apple Vision Pro head
 sets in controlled XR ad environments. Behavioral (e.g., gaze fixation), p
 hysiological (e.g., heart rate variability), and survey data were collecte
 d to assess user responses. We hypothesize that contextual personalization
  will enhance engagement due to its responsiveness, while historical perso
 nalization may foster greater trust via perceived familiarity. Purchase in
 tent is expected to depend on content relevance in each condition. Prelimi
 nary findings will inform best practices for ethically deploying AI person
 alization in XR advertising. By comparing strategies within the same parti
 cipants, the study offers actionable insights for marketers and policymake
 rs seeking to balance personalization benefits with user autonomy and comf
 ort in immersive environments.\n\n
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