Abstract/Hauptbeschreibung (Englisch)

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