Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach

Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach

This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model...

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Bibliographic Details
Main Authors: Jose M. Ausin-Azofra, Enrique Bigne, Carla Ruiz, Javier Marín-Morales, Jaime Guixeres, Mariano Alcañiz
Format: Article
Language:English
Published: Frontiers Media S.A. 2021-02-01
Series:Frontiers in Psychology
Subjects:
360-degree advertisement
effectiveness
electroencephalography
eye tracking
facial-coding
electrodermal activity
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2021.612717/full

Internet

https://www.frontiersin.org/articles/10.3389/fpsyg.2021.612717/full

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