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

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

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Ausin-Azofra, JM.; Bigné, E.; Ruiz, C.; Marín-Morales, J.; Guixeres Provinciale, J.; Alcañiz Raya, ML. (2021). Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach. Frontiers in Psychology. 12:1-14. https://doi.org/10.3389/fpsyg.2021.612717

Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10251/180982

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Title: Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach
Author: Ausin-Azofra, Jose M. Bigné, Enrique Ruiz, Carla Marín-Morales, Javier Guixeres Provinciale, Jaime Alcañiz Raya, Mariano Luis
UPV Unit: Universitat Politècnica de València. Instituto Interuniversitario de Investigación en Bioingeniería y Tecnología Orientada al Ser Humano - Institut Interuniversitari d'Investigació en Bioenginyeria i Tecnologia Orientada a l'Ésser Humà
Universitat Politècnica de València. Departamento de Ingeniería Gráfica - Departament d'Enginyeria Gràfica
Issued date:
Abstract:
[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 ...[+]
Subjects: 360-degree advertisement , Effectiveness , Electroencephalography , Eye tracking , Facial-coding , Electrodermal activity , Consumer neuroscience
Copyrigths: Reconocimiento (by)
Source:
Frontiers in Psychology. (eissn: 1664-1078 )
DOI: 10.3389/fpsyg.2021.612717
Publisher:
Frontiers Media SA
Publisher version: https://doi.org/10.3389/fpsyg.2021.612717
Project ID:
info:eu-repo/grantAgreement/EDUC.INVEST.CULT.DEP//IDIFEDER%2F2018%2F029//LENI INFRAESTRUCTURAS GVA/
info:eu-repo/grantAgreement/GENERALITAT VALENCIANA//PROMETEO%2F2019%2F105//REBRAND (MIXED REALITY AND BRAIN DECISION)/
Thanks:
This work was supported by the Generalitat Valenciana funded project "Rebrand", grant number PROMETEU/2019/105, and by the European Regional Development Fund program of the Valencian Community 2014-2020 project "Interfaces ...[+]
Type: Artículo

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