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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.
Behavioral Sciences (Basel, Switzerland)
|September 27, 2025
Summary
Immersive augmented reality (AR) in packaging engages consumers more emotionally and cognitively than static AR. This research helps brands understand AR
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.
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