Federico Cassioli, Giulia Fronda, Michela Balconi

App advertising: A neuroscientific approach

  • Abstract

Informations and abstract

Keywords: app, electroencephalography, autonomic indices, content, advertising.

Internet and smartphone adoption have led to ubiquitous connectivity, which is the possibility to connect anytime and anywhere. This phenomenon, with several different implications on the life of human beings and on society, has also resulted in the daily use of mobile applications (apps). This study analyses, via a multi-method neuroscientific approach, using electroencephalography (EEG, in terms of alpha, beta, delta and theta cortical oscillations) and autonomic indices (Pulse Volume Amplitude (PVA), Blood Volume Pulse (BVP), Skin Conductance Level (SCL) and Skin Conductance Response (SCR)), the impact of both the Content (Current news, Health and Environment) and of two advertising features (Animation and Interactivity) on the app User Experience (UX). Results showed a significant effect for content, with current news being cognitively and emotionally more stimulating, with an increased activity of beta and theta bands and in SCR. Also, a significant interaction between content and lateralization was found, with an increased theta power in the left hemisphere in response to current news, determined by a possible greater engagement and a greater involvement of the working memory.

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