Conceptual Closure Elicited by Event Boundary Transitions Affects Commercial Communication Effectiveness

Silberstein, Richard B.; Seixas, Shaun; Nield, Geoffrey

doi:10.3389/fnins.2020.00292

Cited by 1 publication

(1 citation statement)

References 45 publications

(77 reference statements)

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“…Some of them present the results of experimental research -but conducted without the use of cognitive neuroscience methods (Griffin et al 2023;Breves and Dodel 2021;Lo and Cheng 2020;De Gauquier et al 2019). (Silberstein et al, 2020) presents theoretical considerations on researching VR as an advertising medium in conjunction with neuroscience methods, while (Grigorovici, 2001) considers the potential possibilities of VR as an advertising medium without connection with cognitive neuroscience. Very interesting from the point of view of our research question in this group of publications is the article (Leanza, 2017) presenting experimental study with the combined use of VR and registration of brain oscillations (delta, theta, alpha, beta) and skin conductance level, when subject observed four traditional TV commercials and four VR commercials.…”

Section: Virtual Reality Advertising and Cognitive Neuroscience -Lite...mentioning

confidence: 99%

Experimental studies of advertising message effectiveness in virtual reality

Borawska,

Łatuszyńska,

Borawski

2023

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One of the most important elements of advertising campaigns is their message. Many factors can influence message effectiveness, inter alia, the content, the form, the carrier, or the location of the advertisement. Together, these aspects can determine how visible the advertising message is to the audience. At the campaign-planning stage, it is usually hard to tell how the advertisement should be presented and properly exposed so that the recipients perceive and remember it. We propose performing the pre-test of advertisements with the use of a virtual reality system that provides the environment close to the natural conditions and using cognitive neuroscience tools to record the objective measures of the audience’s opinions. Our proposal shows the procedure for designing and conducting an experiment that allows for an assessment of the advertising message effectiveness based on its visibility. The article also presents the preliminary results of a pilot experiment that was designed to test both the virtual reality system and the proposed procedure.

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