Emotional Engagement in VR. Neuromarketing connection?
By Max Planck Gessellschaft (Germany), December 22, 2021
Researchers at Germany's Max Planck Institute for Human Cognitive and Brain Sciences (MPI CBS) used virtual reality (VR) to evoke emotions as realistically as possible. Study participants experienced rollercoaster rides in VR as the researchers explored their brain activity via electroencephalography (EEG).
Results indicated the degree to which a person is emotionally engaged is observable in their brain's alpha oscillations. MPI CBS' Felix Klotzsche said, "Using alpha oscillations, we were able to predict how strongly a person experiences a situation emotionally. Our models learned which brain areas are particularly important for this prediction."
The researchers demonstrated that the link between EEG signals and emotional feelings is verifiable under naturalistic conditions.
From Max Planck Gessellschaft (Germany) Full Article
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