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Static vs. Immersive: A Neuromarketing Exploratory Study of Augmented Reality on Packaging Labels.

Sebastiano Accardi1,2,3, Carmelo Campo1,2,3, Marco Bilucaglia1,2

  • 1Department of Business, Law, Economics and Consumer Behaviour "Carlo A. Ricciardi", Università IULM, 20143 Milan, Italy.

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Summary

Immersive augmented reality (AR) in packaging engages consumers more emotionally and cognitively than static AR. This research helps brands understand AR

Keywords:
EEGaugmented realityconsumer neuroscienceemotionsimmersiveneuromarketingpackaging

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Area of Science:

  • Marketing
  • Human-Computer Interaction
  • Neuroscience

Background:

  • Augmented Reality (AR) is increasingly adopted by brands to enhance product packaging and consumer engagement.
  • Different AR integration strategies exist, but their impact on consumer perception remains unclear.

Purpose of the Study:

  • To analyze the differences between static and immersive AR applied to packaging.
  • To evaluate the impact and effectiveness of different AR typologies on consumer cognitive and emotional engagement.

Main Methods:

  • A within-subjects design with 20 participants.
  • Utilized neuroscientific techniques: electroencephalography (EEG), heart rate, and skin conductance.
  • Incorporated self-report measures for immersion, informativeness, and authenticity.

Main Results:

  • Immersive AR applications demonstrated greater emotional and partial cognitive engagement compared to static AR.
  • Self-report data indicated higher perceived immersion with immersive AR.
  • Neurophysiological data supported enhanced engagement with immersive AR.

Conclusions:

  • Immersive AR on packaging significantly enhances consumer engagement, both emotionally and cognitively.
  • Findings provide valuable insights for brands investing in AR marketing strategies.
  • Understanding AR typology effects is crucial for effective consumer communication.