Advertising perception with immersive virtual reality devices

Borba, Eduardo Zilles; Zuffo, Marcelo Knörich

doi:10.1109/vr.2017.7892331

Cited by 5 publications

(5 citation statements)

References 3 publications

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“…In particular, the main components that enhance the immersion sensation refer to graphical realism, multimodal integration, interactivity [ 11 ], sounds, and emotional atmosphere [ 12 ]. In this direction, an univocal agreement emerged by previous studies: the sensation of being present increases according with the level of immersion offered by VR technology [ 12 , 13 , 14 , 15 ] and users are more likely to perceive a higher immersion and sense of presence when the interaction with the environment is mediated by sophisticated technology such as Head Mounted Display (HMD) compared to less sophisticated technologies [ 5 , 13 , 16 ].…”

Section: Introductionsupporting

confidence: 56%

Forefront Users’ Experience Evaluation by Employing Together Virtual Reality and Electroencephalography: A Case Study on Cognitive Effects of Scents

et al. 2021

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Scents have the ability to affect peoples’ mental states and task performance with to different extents. It has been widely demonstrated that the lemon scent, included in most all-purpose cleaners, elicits stimulation and activation, while the lavender scent elicits relaxation and sedative effects. The present study aimed at investigating and fostering a novel approach to evaluate users’ experience with respect to scents’ effects through the joint employment of Virtual Reality and users’ neurophysiological monitoring, in particular Electroencephalography. In particular, this study, involving 42 participants, aimed to compare the effects of lemon and lavender scents on the deployment of cognitive resources during a daily life experience consisting in a train journey carried out in virtual reality. Our findings showed a significant higher request of cognitive resources during the processing of an informative message for subjects exposed to the lavender scent with respect to the lemon exposure. No differences were found between lemon and lavender conditions on the self-reported items of pleasantness and involvement; as this study demonstrated, the employment of the lavender scent preserves the quality of the customer experience to the same extent as the more widely used lemon scent.

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Section: Introductionsupporting

confidence: 56%

Forefront Users’ Experience Evaluation by Employing Together Virtual Reality and Electroencephalography: A Case Study on Cognitive Effects of Scents

et al. 2021

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“…Moreover, better memory recall and more efficient brand advertising result were found in the case of a VR displayed on a desktop monitor. Another interesting remark of this research is that in the immersive system the location of an advertisement was more important than its actual size [33].…”

Section: Contrast To Other Vr Advertising Researchmentioning

confidence: 83%

2D Advertising in 3D Virtual Spaces

2018

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The effectiveness of the VR advertisement is higher than the classic web-based ads. In our experiment 22 people were involved. As the virtual space, we used the MaxWhere virtual platform, where the participant's task was to read four online articles. In one condition four banner ads were placed on each webpage, in the other condition, the advertisement was placed in the virtual space. Then, they answered questions about the article and the advertisement.

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“…Göttig et al (2004) also identify a bigger sense of presence and degree of isolation within a CAVE, compared to HMD, although they presented relatively similar spatial cognition and visual display quality impressions. Borba (2017), in a work focused on the perception of advertisement in different immersive devices, showed that the feeling of presence was higher among the of HMDs when compared to CAVEs, just as the feeling of being the avatar itself. Moreover, in accordance with Ragan (2016) and Dalhom et al (1999), the sickness effect was only significant among HMD users.…”

Section: Literature Review: Cumincad and Ieee Cave Related Papers Fro...mentioning

confidence: 99%