Deconstructing the Emotional and Cognitive Response to Cultural Heritage: A Virtual Reality Experiment

Unveiling Neuromarketing and Its Research Methodology

“…Thus, the use of neuromarketing techniques has been proposed together with Virtual Reality, Artificial Intelligence, and Big Data. Therefore, it must be emphasized that technology in the field of Mixed and Virtual Reality has recently been developed and improved, which opens an ambitious field that has not yet been explored and is promising and favourable for its use together with neuromarketing [32][33][34]. Mixed Reality is a novel technological method that enables virtual content to be introduced into the subject's real world so that it works in the same representation and in real-time [35].…”

“…Brain cells communicate by means of electrical impulses and are always active. This activity is expressed as wavy lines in an EEG recording ( [32], see [46] for an application). It can be stated that measuring brain waves has a long history.…”

“…If electroencephalography is used, the activity produced by neurons in the brain is being measured, the effect of which is tracked by amplifying the signal through electrodes [77]. When these types of techniques are combined with virtual reality, brain waves are usually established as a dependent variable, which are found in Hertz units (delta from 1 to 3 Hz; theta from 3.5 to 7.5 Hz; alpha from 8 to 13 Hz; beta from 12 to 30 Hz; gamma from 25 to 100 Hz) and allow identifying the cognitive or emotional impact according to its type [32][33][34].…”