User Engagement Comparison between Advergames and Traditional Advertising Using EEG: Does the User’s Engagement Influence Purchase Intention?

User Engagement Comparison between Advergames and Traditional Advertising Using EEG: Does the User’s Engagement Influence Purchase Intention?

In the context of human–computer interaction (HCI), understanding user engagement (UE) while interacting with a product or service can provide valuable information for enhancing the design process. UE has been a priority research theme within HCI, as it assesses the user experience by studying the i...

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Bibliographic Details
Main Authors: Ivonne Angelica Castiblanco Jimenez, Juan Sebastian Gomez Acevedo, Elena Carlotta Olivetti, Federica Marcolin, Luca Ulrich, Sandro Moos, Enrico Vezzetti
Format: Article
Language:English
Published: MDPI AG 2022-12-01
Series:Electronics
Subjects:
user engagement
EEG
purchase intention
advergames
Online Access:https://www.mdpi.com/2079-9292/12/1/122

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