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

• Published in: Frontiers 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
• Language: English
• 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

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...