This experiment asked: “Can we measure the brain activity of consumers watching advertisements?” The project explores correlating brain activity with user experience while viewing ads to predict product success and market-readiness with a new research modality, fNIRS.
This study examines current research in the field of interactive advertising on a large public display with interactivity (gesture interaction) and self-representation (avatar self-presence). The core of this research is based on an interaction concept of a large display like digital signage.
This independent study project found that sport involvement, team involvement, result of the game, watching with acquaintances, and usage of social media have effect on the effectiveness of the advertisement during a sport event.
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