EEG STUDY OF THE EFFECT OF VIRTUAL REALITY
Pavel Rosenlacher, Michal Tomčík, MATĚJ BRŮNA · AD ALTA Journal of Interdisciplinary Research · 2018
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.