Nilufar Baghaei

Customer experience design in immersive virtual reality retail: insights from expert practice

Abstract Immersive virtual reality (iVR) is transforming retail by combining the convenience of e-commerce with the experiential richness of physical stores. Despite growing interest in iVR retail, limited research has examined how design elements collectively shape customer expe...

"When I see Jodie, I feel relaxed": Examining the Impact of a Virtual Supporter in Remote Psychotherapy

Virtual agents have shown promising potential in mental health applications, but current research has predominantly focused on contexts outside of traditional therapy sessions. This paper examines the impact of a virtual supporter in remote psychotherapy sessions conducted via Zo...

I Made the Choice, Did I? Exploring the Influence of Goal-Directed AI on Human Decision-Making

As AI become integrated into decision-making, some concerns emerge: Can AI shape our decisions without us noticing? To examine this, we adopt forcing techniques from performance magic, which guide apparently open choices toward predetermined outcomes. This provides a lens for exa...