How close to reality must a virtual environment be before the brain shows a similar response to real-life experiences? In a world where the tangible melds with the intangible, we recently embarked on a groundbreaking exploration into the intricate tapestry of human experience in architectural spaces, both real and virtual. The work — a recent […]
Category: virtual reality
Impulsivity in Consumers: The Cognitive Twist in Retail
Impulsivity, once considered a foil in the retail world, is now taking center stage as the industry experiences an unprecedented transformation. The familiar sights of carefully curated displays, attentive sales staff, and the comforting hum of human interaction in physical storefronts are being replaced and enhanced by a new era of shopping – a virtual […]
Motivation in the Metaverse: Decoding the Neuroscience of Virtual Shopping
Are you curious about how your brain makes choices while shopping in the metaverse? Our recent study explores the neural mechanisms underlying consumer behavior in a virtual supermarket