4 found
  1.  26
    Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising.Jaime Guixeres, Enrique Bigné, Jose M. Ausín Azofra, Mariano Alcañiz Raya, Adrián Colomer Granero, Félix Fuentes Hurtado & Valery Naranjo Ornedo - 2017 - Frontiers in Psychology 8.
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    Virtual Reality in Marketing: A Framework, Review, and Research Agenda.Mariano Alcañiz, Enrique Bigné & Jaime Guixeres - 2019 - Frontiers in Psychology 10.
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    A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm.Alejandro Alvarado-Herrera, Enrique Bigne, Joaquín Aldas-Manzano & Rafael Curras-Perez - 2017 - Journal of Business Ethics 140 (2):243-262.
    The aim of this research is to develop and validate a measurement scale for consumer’s perceptions of corporate social responsibility using the three-dimensional social, environmental and economic conceptual approach as a theoretical basis. Based on the stages of measurement scale creation and validation suggested by DeVellis and supported by Churchill Jr.’s :64–73, 1979) suggestions, five different empirical studies are developed expressly and applied to consumers of tourist services. This research involves 1147 real tourists from 24 countries in two different cultural (...)
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    Do You See What I See? Effectiveness of 360-Degree Vs. 2D Video Ads Using a Neuroscience Approach.Jose M. Ausin-Azofra, Enrique Bigne, Carla Ruiz, Javier Marín-Morales, Jaime Guixeres & Mariano Alcañiz - 2021 - Frontiers in Psychology 12.
    This study compares cognitive and emotional responses to 360-degree vs. static 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. (...)
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