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
Published inFrontiers in psychology Vol. 12; p. 612717
Main Authors Ausin-Azofra, Jose M, Bigne, Enrique, Ruiz, Carla, Marín-Morales, Javier, Guixeres, Jaime, Alcañiz, Mariano
Format Journal Article
LanguageEnglish
Published Switzerland Frontiers Media S.A 19.02.2021
Subjects
360-degree advertisement
effectiveness
electrodermal activity
electroencephalography
eye tracking
facial-coding
Psychology
effectiveness
electroencephalography
360-degree advertisement
eye tracking
consumer neuroscience
electrodermal activity
facial-coding
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Summary: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 and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. Overall, 360-degree ads for durable products increase positive emotions, which carries the risk of non-exposure to some of the ad content. In testing four ads for durable goods and fast-moving consumer goods (FMCG) this research explains the mechanism through which 360-degree video ads outperform standard versions.
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Edited by: Joseph T. Devlin, University College London, United Kingdom
Reviewed by: Delin Sun, Duke University, United States; Naveen Kashyap, Indian Institute of Technology Guwahati, India
This article was submitted to Decision Neuroscience, a section of the journal Frontiers in Psychology
ISSN:1664-1078
1664-1078
DOI:10.3389/fpsyg.2021.612717