The phenomenon of Virtual Reality and Augmented Reality are increasingly gaining ground within different disciplines.
From the study of behavior to simple gaming; from the analysis of packaging to the reproduction of works of art.
But what is the difference in terms of emotions and cognitive effort that subjects go against when using a VR viewer?
What is the experiential experience and what are the differences with reality?
The laboratory is working to develop a new line of research at 360°, through the use of Neuromarketing and Consumer Neuroscience techniques applied to virtual reality and its neurophysiological impact on consumers.