EEG STUDY OF THE EFFECT OF VIRTUAL REALITY

被引：0
|
作者：
Rosenlacher, Pavel [1 ]
Tomcik, Michal [1 ]
Bruna, Matej [1 ]
机构：
[1] Univ Finance & Adm, Fac Econ Study, Estonska 500, Prague 10100 10, Czech Republic
来源：
AD ALTA-JOURNAL OF INTERDISCIPLINARY RESEARCH | 2018年 / 8卷 / 02期
关键词：
neuromarketing; electroencephalography; virtual reality; spot advertising; marketing communication; efficiency;
D O I：
暂无
中图分类号：
O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];
学科分类号：
07 ; 0710 ; 09 ;
摘要：
This study examines the effect of virtual reality on the human brain in terms of how much virtual reality is capable of replacing real-world experiences and affect the human brain. The focus of the study is on the area of neuromarketing where the purpose of our own investigation is to determine the effect of a 360 degrees advertising spot using a neuromarketing approach. The main objective of our own research is to find out through the EEG brain the effectiveness of advertising spot presented using virtual reality.
引用
收藏
页码：216 / 218
页数：3
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