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你看到我所看到的了吗？采用神经科学方法对比360度视频广告与二维视频广告的效果

Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach.

作者信息

Ausin-Azofra Jose M, Bigne Enrique, Ruiz Carla, Marín-Morales Javier, Guixeres Jaime, Alcañiz Mariano

机构信息

Instituto de Investigación e Innovación en bioingeniería (I3B), Universitat Politécnica de Valencia, Valencia, Spain.

Departamento de Comercialización e Investigación de Mercados, Universidad de Valencia, Valencia, Spain.

出版信息

Front Psychol. 2021 Feb 19;12:612717. doi: 10.3389/fpsyg.2021.612717. eCollection 2021.

DOI:10.3389/fpsyg.2021.612717
PMID:33679528
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC7933674/
Abstract

This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. Overall, 360-degree ads for durable products increase positive emotions, which carries the risk of non-exposure to some of the ad content. In testing four ads for durable goods and fast-moving consumer goods (FMCG) this research explains the mechanism through which 360-degree video ads outperform standard versions.

摘要

本研究从视觉注意力、品牌识别、前额叶皮层的参与度和情绪等方面，比较了对360度视频与静态（二维）视频的认知和情感反应。基于交互性文献、认知过载、广告反应模型以及动机、机会和能力理论框架提出假设，并使用神经生理学工具进行测试：脑电图、眼动追踪、皮肤电活动和面部编码。结果显示，注视视角取决于广告内容，360度快速消费品广告中的视觉注意力低于二维广告。360度广告中的品牌标志识别率低于二维视频广告。总体而言，耐用产品的360度广告会增加积极情绪，这存在无法展示部分广告内容的风险。在测试耐用消费品和快速消费品（FMCG）的四则广告时，本研究解释了360度视频广告优于标准版本的机制。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/6cd671416f51/fpsyg-12-612717-g0005.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/fbfa10462e50/fpsyg-12-612717-g0001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/5d0cc80d652b/fpsyg-12-612717-g0002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/840712a18e45/fpsyg-12-612717-g0003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/a50bbc7e8249/fpsyg-12-612717-g0004.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/6cd671416f51/fpsyg-12-612717-g0005.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/fbfa10462e50/fpsyg-12-612717-g0001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/5d0cc80d652b/fpsyg-12-612717-g0002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/840712a18e45/fpsyg-12-612717-g0003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/a50bbc7e8249/fpsyg-12-612717-g0004.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/74f1/7933674/6cd671416f51/fpsyg-12-612717-g0005.jpg

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