ROSENLACHER, Pavel, Michal TOMČÍK and Matěj BRŮNA. EEG study of the effect of virtual reality (EEG STUDY OF THE EFFECT OF VIRTUAL REALITY). AD ALTA: Journal of Interdisciplinary Research. Hradec Králové: Magnanimitas, 2018, vol. 8, No 2, p. 216-218. ISSN 1804-7890. doi:10.33543/0802216218.
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Basic information
Original name EEG study of the effect of virtual reality
Authors ROSENLACHER, Pavel (203 Czech Republic, guarantor, belonging to the institution), Michal TOMČÍK (203 Czech Republic, belonging to the institution) and Matěj BRŮNA (203 Czech Republic, belonging to the institution).
Edition AD ALTA: Journal of Interdisciplinary Research, Hradec Králové, Magnanimitas, 2018, 1804-7890.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50802 Media and socio-cultural communication
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/04274644:_____/18:#0000404
Organization unit University of Finance and Administration
Doi http://dx.doi.org/10.33543/0802216218
UT WoS 000455507300043
Keywords (in Czech) neuromarketing, elektroencefalografie, virtuální realita, reklamní spot, marketingová komunikace, efektivita
Keywords in English neuromarketing; electroencephalography; virtual reality; spot advertising; marketing communication; efficiency
Tags AR 2018-2019, cervenec_2019_o, RIV_2019, WOS, xJ3
Tags International impact, Reviewed
Changed by Changed by: Bc. Jan Peterec, učo 24999. Changed: 16/5/2019 12:04.
Abstract
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° 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.
Abstract (in Czech)
Tato studie se zabývá účinkem virtuální reality na lidský mozek z pohledu toho, do jaké míry je virtuální realita schopna lidskému mozku nahradit zážitky z reálných situací. Zaměření studie je do oblasti neuromarketingu, kdy předmětem vlastního šetření je zjištění účinku 360° reklamního spotu, a to pomocí neuromarketingového přístupu. Hlavním cílem vlastního šetření je zjistit pomocí EEG mozku efektivitu působení reklamního spotu prezentovaného pomocí virtuální reality.
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