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. 

 

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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?

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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.