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. Available from: https://dx.doi.org/10.33543/0802216218. |
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@article{7232, author = {Rosenlacher, Pavel and Tomčík, Michal and Brůna, Matěj}, article_location = {Hradec Králové}, article_number = {2}, doi = {http://dx.doi.org/10.33543/0802216218}, keywords = {neuromarketing; electroencephalography; virtual reality; spot advertising; marketing communication; efficiency}, language = {eng}, issn = {1804-7890}, journal = {AD ALTA: Journal of Interdisciplinary Research}, title = {EEG study of the effect of virtual reality}, volume = {8}, year = {2018} }
TY - JOUR ID - 7232 AU - Rosenlacher, Pavel - Tomčík, Michal - Brůna, Matěj PY - 2018 TI - EEG study of the effect of virtual reality JF - AD ALTA: Journal of Interdisciplinary Research VL - 8 IS - 2 SP - 216-218 EP - 216-218 PB - Magnanimitas SN - 18047890 KW - neuromarketing KW - electroencephalography KW - virtual reality KW - spot advertising KW - marketing communication KW - efficiency N2 - 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. ER -
ROSENLACHER, Pavel, Michal TOMČÍK and Matěj BRŮNA. EEG study of the effect of virtual reality (EEG STUDY OF THE EFFECT OF VIRTUAL REALITY). \textit{AD ALTA: Journal of Interdisciplinary Research}. Hradec Králové: Magnanimitas, 2018, vol.~8, No~2, p.~216-218. ISSN~1804-7890. Available from: https://dx.doi.org/10.33543/0802216218.
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