Visual attention and product interaction: a neuroscientific study on purchase across two product categories in a virtual store

Enrique Bigne is Professor of Marketing at the University of Valencia since 2001. He previously occupied the same position at the University Jaume I (1996–2001). He holds Ph.D. in Economics and Business Administration and postgraduate diplomas in Market Research and in Operations Research. His research interests include advertising, e-WOM, tourism and neuromarketing. His work has been published in several journals, including International Journal of Research in Marketing, International Journal of Retail and Distribution Management, European Journal of Marketing, Psychology and Marketing, International Journal of Advertising, Journal of Services Management and Scientific Reports.

Aline Simonetti has background in engineering and business administration. She holds master’s degree in Cognitive and Clinical Neuroscience – Neuroeconomics specialization. Her research interests lie in the use of behavioral, neuroscience and virtual reality tools to understand consumer behavior and in the combination of academic and business perspectives. She got her Ph.D. degree in Marketing at the University of Valencia, where she was Marie Curie Researcher as part of the Rhumbo project funded by Marie Skłodowska-Curie Actions (grant 813234). She is Researcher at the Institute for Food and Resource Economics of the University of Bonn.

Jaime Guixeres is Scientific Director of the Consumer Behavior Research Lab of the I3B Institute at the Polytechnic University of Valencia, Spain. He has degree in electronics and automation engineering with a distinction “cum laude” for his doctoral thesis on heart rate variability in obese children under effort test. He has carried out research in the field of biomedical instrumentation and signal processing. In these areas, he has participated in numerous research projects. His current research interests aim to transfer his expertise in biomedical signal processing to consumer behavior and advertising impact.

Mariano Alcaniz is Full Professor of Biomedical Engineering at the Polytechnic University of Valencia (Spain), Director of the European Laboratory of Immersive Neurotechnologies (LENI) and has courtesy appointments in Virtual Reality. His research interest is to understand and classify the relevant significance of each aspect of the human activity and how to use this information in computer-mediated technologies for enhancing human abilities and quality of life. His research is being applied in health, psychology, marketing, human resources, education and training. Dr Alcañiz has published more than 300 publications. He is Member of the executive committee of EURO-VR association.