Consumer Neuroscience: the traditional and VR TV Commercial

摘要

Today’s consumer is not easily influenced by classic marketing strategies. He looks fornew stimuli and wants to be surprised and captivated by new ploys. This ConsumerNeuroscience research aims to compare the cognitive, emotive and preferenceconsumers’ response to traditional and Virtual Reality TV commercials. Brainoscillations (delta, theta, alpha, beta) and physiological indexes (SCL - SkinConductance Level) were monitored, when subject (N=seventeen) observed fourtraditional TV commercials and four Virtual Reality commercials in randomizedorder. During the vision of Virtual Reality commercials, the participants wereabsorbed into the advertisement and interacted with it thanks to the “Oculus Rift”.Subjects were also asked to explicitly evaluate each commercial and to express theirpreference on them. The intention is to understand the new marketing strategiesefficacy and how these impact on consumer at implicit (brain oscillations andphysiological indexes) and explicit (subject evaluation) level.