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  • See It, Feel It, Want It. Neural Correlates of Perspective Taking in Advertising: an EEG Pilot Study
    Open Access01/12/2024UniversitĂ  IULM
    A deep understanding of the cognitive and emotional mechanisms underlying the perception of advertising stimuli is critical to optimizing the effectiveness of brands’ marketing campaigns. Recently, the use of neuroscientific tools such as electroencephalography (EEG), has shown great potential in measuring those processes otherwise inaccessible through traditional methodologies. Although well-established EEG metrics already exist in […]

  • Exploring Eye Tracking to Detect Cognitive Load in Complex Virtual Reality Training
    Open AccessPeer-Reviewed18/11/2024Northeastern University
    Virtual Reality (VR) has been a beneficial training tool in fields such as advanced manufacturing. However, users may experience a high cognitive load due to various factors, such as the use of VR hardware or tasks within the VR environment. Studies have shown that eye-tracking has the potential to detect cognitive load, but in the […]

  • The Role of Energetic Music in a Video Game: Analyzing its Effect on Immersion, Perception and Performance
    Open AccessPeer-Reviewed08/11/2024University of Primorska + 3
    Energetic music has the potential to enhance immersion but can also negatively impact task performance. This study measured the effects of music on a video game suited for energetic music using both subjective (questionnaires) and objective (facial and physiological analysis) measures. Participants played under two conditions: with and without music. While the music condition led […]

  • Virtual Reality–Based Exposure With 360° Environments for Social Anxiety Disorder: Usability and Feasibility Study
    Open AccessPeer-Reviewed21/10/2024University of Southern Denmark + 2
    Background: Social anxiety disorder (SAD) is a long-term and overwhelming fear of social situations that can affect work, school, and other daily activities. Although cognitive behavioral therapy is effective, few seek treatment, and many who do start often drop out. This may be due to the component of exposure inherent to cognitive behavioral therapy, where […]

  • Using Psychophysiological Data to Facilitate Reflective Conversations with Children about their Player Experiences
    Open AccessPeer-Reviewed15/10/2024Queensland University of Technology + 4
    Given the ubiquity of videogame play by children, concerns about the impacts of videogames, and increasing evidence of the benefits associated with digital play, it is important to evaluate the player experience (pX) of children. Moreover, it is essential to include children’s voices in research about technologies designed for their use. However, eliciting rich, first-hand […]

  • (Not) the right time for social media ads? Exploring the impact of social media detox on attention to the ad
    Open AccessPeer-Reviewed08/10/2024University of Wuppertal
    Social media takes up a large part of consumers’ daily time. In response, social media detox is on the rise, such that consumers set time constraints or even take complete social media time-outs. Research into the effects of such detox phases on the effectiveness of advertising is critical but lacking. Two qualitative studies identify motivations […]

  • Measuring the Benefits of Plants: Visual Exposure and Human Well-being Impacts of Lush Streetscapes
    Open AccessPeer-Reviewed25/09/2024Tufts University
    This research seeks to explore how exposure to horticultural elements in the streetscape may impact cardiovascular health and well-being. We used advanced facial expression and heat-mapping technology software to compare preconscious levels of attentiveness, gaze path, facial expressions, and fixation on images (emotional responses) with and without horticultural elements among 47 adult participants. We found […]

  • People’s experience of urban transformation: eye-tracking architectural qualities of the post-industrial NDSM wharf in Amsterdam
    Open AccessPeer-Reviewed20/09/2024Amsterdam University of Applied Sciences
    Urban densification continues unabated, even as the possible consequences for users’ eye-level experiences remain unknown. This study addresses these consequences. In a laboratory setting, images of the NDSM wharf were shown to university students primed for one of three user groups: residents, visitors and passers- by. Their visual experiences were recorded using eye-tracking and analyzed […]

  • Utilizing Sensory and Visual Data in the Value Estimation of Extra Virgin Olive Oil
    Open AccessPeer-Reviewed13/09/2024Copenhagen Business School + 5
    Food evaluation is a topic central to consumer research and food marketing. However, there is little consensus regarding how consumers combine sensory stimuli, product information, and visual impressions to shape their evaluation. Moreover, the bulk of research relies on studies based on questionnaires and declarative responses, raising questions about subliminal processes and their hierarchy in […]

  • Predicting consumer ad preferences: Leveraging a machine learning approach for EDA and FEA neurophysiological metrics
    Open AccessPeer-Reviewed11/09/2024University of Saint Joseph + 2
    This research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of significant value. First, to identify the most relevant physiological features […]

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