This laboratory enables conducting ecological marketing and neuromarketing studies to investigate implicit (spontaneous) and explicit (self-report evaluations) reactions of users interacting with various stimuli and/or products. Indeed, thanks to various software and hardware tools, it is possible, for example, to automatically recognize the experienced emotions and the level of activation (arousal) of individuals (Face Reader; Noldus Information Technology©). Additionally, it facilitates implementing experiments to analyze consumer purchasing behavior and desires, as well as identifying new ways of presenting information (augmented reality using a Hololens head-mounted display; Microsoft©) in research that analyzes the exploration of physical and virtual products, wherein the most relevant information can be manipulated through virtual augmentations. In this latter case, hybrid environments are created, where physical and virtual stimuli are combined.

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