The aim of this paper is to determine whether consumers accept new arguments for choosing a product that adapts to future needs. It is also seeks to investigate whether the design of products and their ensuing advertising and promotion through a sustainable approach by means of verbal narrative ads can generate a more positive emotional response in the future users of the product than with the application of visual narrative ads.To this end, an experiment was conducted consisting in consumers, with and without experience with the product, watching a promotional video based on verbal narrative, created using the new usage scenarios approach, in which the advantages of a sustainable product are shown. The neuronal response of the possible users was then measured by means of the EEG headset. In order to be able to establish a comparison, the same response was also measured in the same consumers when they viewed a commercial video based on visual narrative about a product with similar characteristics.The results show, among other conclusions, that viewing the verbal narrative ad first triggers higher emotional values of excitement, both in the short and the long term, as well as frustration. It is also observed that having no experience with the product causes higher meditation values. 2This can be useful to enterprises both in order to design their products in such a way as to orientate them towards consumer concerns, and to design advertisements in such a way as to link consumers emotionally with the product.Keywords -advertising, usage scenarios, measured emotions, sustainable products, marketing research. This study has been possible thanks to the research projects 15I336.01/1 "El arte y el diseño en la nueva sociedad digital" funded by the Universitat Jaume I. The authors also wish to acknowledge the help of Sara Romero, María Agost, Laura Martínez and all the participants in the experiment.

Nowadays Virtual Reality allows products to be presented to potential users, but as they cannot feel them physically, their perception of some product attributes can be distorted. Conversely, the mixture of visual and touch feelings that Tangible Virtual Reality (TVR) offers could act as a similar approach to knowing products in real settings. This is a first study to compare the evaluation of product attributes presented in a real setting and by Tangible Virtual Reality to verify the possible equivalence of both means. The Semantic Differential Method was used to evaluate product attributes by creating a semantic scale with 16 bipolar pairs. Seventy-seven people (mean age of 21.7) evaluated one product by both means in an alternate viewing order.The results revealed that the product that was chosen was rated with more positive attributes in some bipolar pairs when experienced via TVR, while it was better rated in others when experienced in a real environment. The Wilcoxon test (α=0.05) corroborated that the presentation means used to evaluate the product influenced the evaluation of 15 of 16 attributes.

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This research aimed to analyse the influence of presentation means in assessing different household product characteristics and to study the influence of physical contact with the product on that assessment. To this end, the presentation of an armchair in four different means was prepared: two offering the chance to touch the product (real setting and virtual reality with passive haptics) and two not offering the physical interaction possibility (virtual reality and 3D interactive image on a screen). The product was assessed by 128 volunteers (74 men, 54 women) on a semantic scale with 12 bipolar pairs. The results revealed that the presentation means did not influence the overall product assessment, but affected the assessment of 3 of 12 features (weight, size, and aesthetics), where coming into physical contact with the product impacted the assessment of these features. Finally, similar assessments of the product were obtained in both means of visual-only presentation.

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