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. (shrink)

Virtual reality is a useful tool to study consumer behavior while they are immersed in a realistic scenario. Among several other factors, personality traits have been shown to have a substantial influence on purchasing behavior. The primary objective of this study was to classify consumers based on the Big Five personality domains using their behavior while performing different tasks in a virtual shop. The personality recognition was ascertained using behavioral measures received from VR hardware, including eye-tracking, navigation, posture and interaction. (...) Responses from 60 participants were collected while performing free and directed search tasks in a virtual hypermarket. A set of behavioral features was processed, and the personality domains were recognized using a statistical supervised machine learning classifier algorithm via a support vector machine. The results suggest that the open-mindedness personality type can be classified using eye gaze patterns, while extraversion is related to posture and interactions. However, a combination of signals must be exhibited to detect conscientiousness and negative emotionality. The combination of all measures and tasks provides better classification accuracy for all personality domains. The study indicates that a consumer’s personality can be recognized using the behavioral sensors included in commercial VR devices during a purchase in a virtual retail store. (shrink)

Tracking emotional responses as they unfold has been one of the hallmarks of applied neuroscience and related disciplines, but recent studies suggest that automatic tracking of facial expressions have low validation. In this study, we focused on the direct measurement of facial muscles involved in expressions such as smiling. We used single-channel surface electromyography to evaluate the muscular activity from the Zygomaticus Major face muscle while participants watched music videos. Participants were then tasked with rating each video with regard to (...) their thoughts and responses to each of them, including their judgment of emotional tone, personal preference and rating of whether the video displayed strength and impression. Using a minimal recording setup, we employed three ways to characterize muscular activity associated with spontaneous smiles. The total time spent smiling, the average duration of smiles, and instances of high valence. Our results demonstrate that Valence was the emotional dimension that was most related to the Zygomaticus activity. Here, the ZygoNum had higher discriminatory power than ZygoLen for Valence quantification. An additional investigation using fractal properties of sEMG time series confirmed previous studies of the Facial Action Coding System documenting a smoother contraction of facial muscles for enjoyment smiles. Further analysis using ZygoTrace responses over time to the video events discerned “high valence” stimuli with a 76% accuracy. Additional validation of this approach came against previous findings on valence detection using features derived from a single channel EEG setup. We discuss these results in light of both the recent replication problems of facial expression measures, and in relation to the need for methods to reliably assess emotional responses in more challenging conditions, such as Virtual Reality, in which facial expressions are often covered by the equipment used. (shrink)