Ausin-Azofra, Jose M.; Bigné, Enrique; Ruiz, Carla; Marín-Morales, Javier; Guixeres Provinciale, Jaime; Alcañiz Raya, Mariano Luis(Frontiers Media SA, 2021-02-19)
[EN] 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 ...
Ausin, Jose M.; Bigné, Enrique; Marín-Morales, Javier; Guixeres Provinciale, Jaime; Alcañiz Raya, Mariano Luis(Asociación Europea de Dirección y Economía de la Empresa, 2021-08)
[EN] Music affects viewers¿ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects¿ brains during exposure to television ...
Alcañiz Raya, Mariano Luis; Bigné, Enrique; Guixeres, Jaime(Frontiers Media SA, 2019-07-05)
[EN] Marketing scholars and practitioners are showing increasing interest in Extended
Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR),
and mixed reality (MR), as very promising ...
[EN] PurposeThis research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations ...