Beyond passive viewing: Neurophysiological responses to interactive immersive advertisements in digital environments

This study investigates the neurophysiological responses elicited by interactive immersive advertisements compared to traditional passive viewing experiences. Using a multi-method approach combining electroencephalography (EEG), galvanic skin response (GSR), and eye-tracking, we examined cognitive engagement, emotional arousal, and attention patterns across 128 participants exposed to both interactive and passive digital advertisements. Results demonstrate significantly increased frontal theta activity (p<0.001) and heightened GSR (p<0.01) during interactive advertising engagement, indicating deeper cognitive processing and emotional response. Eye-tracking data revealed more distributed visual attention patterns in interactive conditions, with longer fixations on actionable elements. Notably, the neurophysiological markers of engagement positively correlated with subsequent brand recall (r=0.67, p<0.001) and purchase intent measures (r=0.54, p<0.01), suggesting that the active cognitive processing elicited by interactive advertisements may enhance advertising effectiveness. These findings extend our understanding of consumer neuroscience in digital environments and provide empirical support for the neurological mechanisms underlying interactive advertising effectiveness.