6533b82cfe1ef96bd128eb70

RESEARCH PRODUCT

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

Javier Marín-moralesCarla RuizJaime GuixeresMariano AlcañizEnrique BignéJose M. Ausin-azofra

subject

EXPRESION GRAFICA EN LA INGENIERIABrand awarenesslcsh:BF1-990ESTADISTICA E INVESTIGACION OPERATIVAEffectivenessFacial Action Coding SystemFacial-coding03 medical and health sciencesElectrodermal activityConsumer neuroscience0302 clinical medicineInteractivity0502 economics and businessPsychologyGeneral PsychologyOriginal Research360-degree advertisementEye tracking05 social sciencesCognitionElectroencephalographyDurable goodlcsh:PsychologyEye tracking050211 marketingPsychologyConsumer neuroscience030217 neurology & neurosurgeryCognitive loadCognitive psychology

description

[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 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

yearjournalcountryeditionlanguage
2021-02-19
10.3389/fpsyg.2021.612717https://doi.org/10.3389/fpsyg.2021.612717