As the fourth industrial revolution unfolds and the use of digital humans becomes more commonplace, understanding digital humans' potential to replace real human interaction or enhance it, particularly in storytelling marketing contexts, is becoming evermore important. To promote interaction and increase the entertainment value of technology-enhanced storytelling marketing, brands have begun to explore the use of augmented digital humans as storytelling agents. In this article, we examine the effectiveness of leveraging advanced technologies and delivering messages via digital humans in storytelling advertisements. In Study 1, we investigate the effectiveness of narrative transportation on behavioral responses after exposure to an interactive augmented reality mobile advertisement with a digital human storyteller. In Study 2, we compare how consumers respond to augmented digital human versus real human storytelling advertisements after conducting an exploratory neurophysiological electroencephalography study. The findings show that both types of agents promote narrative transportation when the story fits the product well. Moreover, a digital human perceived as more human-like elicits stronger positive consumer responses, suggesting an effective new approach to storytelling marketing.
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There is an emerging interest in understanding the cognitive, emotional and motivational processes that drive tourists’ behaviour using neuroscientific research methods. This chapter briefly reviews the main methods of interest to tourism researchers, to then focuses on electroencephalography, which reflects electrical activity from the brain. Event-related potentials or electroencephalography oscillations reflect cognitive and affective processes. Components of the former can index emotional brain responses, and alpha oscillations are related to attention and approach/withdrawal. Existing tourism literature/using electroencephalography are reviewed. This is a promising tool for studying a range of phenomena that are of interest to tourism scholars, but require careful use of methods and interpretation.
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The growth of neuroscience studies within tourism has been relatively slow, with limited well-executed studies and little interdisciplinarity. The aim of this review is to stimulate the use of neuroscience within tourism research. It first discusses the synergies to be gained by combining neuroscience with social science, exploring the usefulness and suitability of using neuroscience within tourism. An evaluation of review articles that have critiqued individual applications of neuroscience in tourism is presented, followed by a comprehensive overview of neuroscience methods. We discuss the theoretical relevance of neuroscience and its potential themes for a tourism neuroscience research agenda. This discussion is based on a selective review of wider neuroscience of relevance to tourism, including affective neuroscience, neuromarketing, neuroeconomics and neuromanagement.
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It is commonly assumed that TV commercials successfully influence affective tourism destination image by coupling positive emotions to a destination. In this study we record emotional responses to destination pictures before and after viewing a destination TV commercial from participants’ brains using electroencephalography (EEG). A control group of participants watched the same destination pictures, and an unrelated TV commercial. Emotion-related event-related potential (ERP) components, the P2 and LPP, were derived from the EEG. For the participants that watched the destination TV commercial, the P2 and the LPP were larger in response to destination pictures after compared to before having watched the TV commercial. This effect was not observed in the control group. In a behavioral version of the same experiment, we did not observe any effects in the self-report data. It is concluded that ERP methodology is a useful tool to complement the toolbox of tourism marketing researchers
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Understanding the complex and dynamic nature of experiences requires the use of proper measurement tools. As interest grows in the objective measurement of experiences within tourism and hospitality, there is an urgent need to consolidate and synthesize these studies. Thus, this study investigated prevalent objective measurement techniques via a systematic review. We analyzed physiological measures such as electroencephalography (EEG), heart rate variability (HRV), skin conductance (SC), and facial electromyography (fEMG) along with behavioral measures, including eye tracking and location tracking. This review identified 100 empirical studies that employed objective measurement to examine tourism and hospitality experiences over the last decade, highlighting trends, research contexts and designs, and the synergies between different methods. Our discussion on methodological issues and best practices will help researchers and practitioners identify the best tools to capture people’s experiences and promote more standardized practices and comparable findings on studying experiences in tourism and hospitality settings.
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The current electroencephalography study investigated the relationship between the motor and (language) comprehension systems by simultaneously measuring mu and N400 effects. Specifically, we examined whether the pattern of motor activation elicited by verbs depends on the larger sentential context. A robust N400 congruence effect confirmed the contextual manipulation of action plausibility, a form of semantic congruency. Importantly, this study showed that: (1) Action verbs elicited more mu power decrease than non-action verbs when sentences described plausible actions. Action verbs thus elicited more motor activation than non-action verbs. (2) In contrast, when sentences described implausible actions, mu activity was present but the difference between the verb types was not observed. The increased processing associated with a larger N400 thus coincided with mu activity in sentences describing implausible actions. Altogether, context-dependent motor activation appears to play a functional role in deriving context-sensitive meaning.
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In this study, we used electroencephalography to investigate the influence of discourse-level semantic coherence on electrophysiological signatures of local sentence-level processing. Participants read groups of four sentences that could either form coherent stories or were semantically unrelated. For semantically coherent discourses compared to incoherent ones, the N400 was smaller at sentences 2–4, while the visual N1 was larger at the third and fourth sentences. Oscillatory activity in the beta frequency range (13–21 Hz) was higher for coherent discourses. We relate the N400 effect to a disruption of local sentence-level semantic processing when sentences are unrelated. Our beta findings can be tentatively related to disruption of local sentence-level syntactic processing, but it cannot be fully ruled out that they are instead (or also) related to disrupted local sentence-level semantic processing. We conclude that manipulating discourse-level semantic coherence does have an effect on oscillatory power related to local sentence-level processing.
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There is a growing literature investigating the relationship between oscillatory neural dynamics measured using electroencephalography (EEG) and/or magnetoencephalography (MEG), and sentence-level language comprehension. Recent proposals have suggested a strong link between predictive coding accounts of the hierarchical flow of information in the brain, and oscillatory neural dynamics in the beta and gamma frequency ranges. We propose that findings relating beta and gamma oscillations to sentence-level language comprehension might be unified under such a predictive coding account. Our suggestion is that oscillatory activity in the beta frequency range may reflect both the active maintenance of the current network configuration responsible for representing the sentence-level meaning under construction, and the top-down propagation of predictions to hierarchically lower processing levels based on that representation. In addition, we suggest that oscillatory activity in the low and middle gamma range reflect the matching of top-down predictions with bottom-up linguistic input, while evoked high gamma might reflect the propagation of bottom-up prediction errors to higher levels of the processing hierarchy. We also discuss some of the implications of this predictive coding framework, and we outline ideas for how these might be tested experimentally.
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Reinstatement of memory-related neural activity measured with high temporal precision potentially provides a useful index for real-time monitoring of the timing of activation of memory content during cognitive processing. The utility of such an index extends to any situation where one is interested in the (relative) timing of activation of different sources of information in memory, a paradigm case of which is tracking lexical activation during language processing. Essential for this approach is that memory reinstatement effects are robust, so that their absence (in the average) definitively indicates that no lexical activation is present. We used electroencephalography to test the robustness of a reported subsequent memory finding involving reinstatement of frequency-specific entrained oscillatory brain activity during subsequent recognition. Participants learned lists of words presented on a background flickering at either 6 or 15 Hz to entrain a steady-state brain response. Target words subsequently presented on a non-flickering background that were correctly identified as previously seen exhibited reinstatement effects at both entrainment frequencies. Reliability of these statistical inferences was however critically dependent on the approach used for multiple comparisons correction. We conclude that effects are not robust enough to be used as a reliable index of lexical activation during language processing.
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In the past decade, the fast and transient coupling and uncoupling of functionally related brain regions into networks has received much attention in cognitive neuroscience. Empirical tools to study network coupling include functional magnetic resonance imaging (fMRI)-based functional and/or effective connectivity, and electroencephalography (EEG)/magnetoencephalography-based measures of neuronal synchronization. Here we use simultaneously recorded EEG and fMRI to assess whether fMRI-based connectivity and frequency-specific EEG power are related. Using data collected during resting state, we studied whether posterior EEG alpha power fluctuations are correlated with connectivity within the visual network and between the visual cortex and the rest of the brain. The results show that when alpha power increases, BOLD connectivity between the primary visual cortex and occipital brain regions decreases and that the negative relation of the visual cortex with the anterior/medial thalamus decreases and the ventral–medial prefrontal cortex is reduced in strength. These effects were specific for the alpha band, and not observed in other frequency bands. The decreased connectivity within the visual system may indicate an enhanced functional inhibition during a higher alpha activity. This higher inhibition level also attenuates long-range intrinsic functional antagonism between the visual cortex and the other thalamic and cortical regions. Together, these results illustrate that power fluctuations in posterior alpha oscillations result in local and long-range neural connectivity changes.
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