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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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Detalles Bibliográficos
Autores principales:	Ausin-Azofra, Jose M., Bigne, Enrique, Ruiz, Carla, Marín-Morales, Javier, Guixeres, Jaime, Alcañiz, Mariano
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2021
Materias:	Psychology
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7933674/ https://www.ncbi.nlm.nih.gov/pubmed/33679528 http://dx.doi.org/10.3389/fpsyg.2021.612717

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