Augmented reality (AR) is something that is boosting in 2020. Even though the technology is not new and many world-famous brands such as Nike, IKEA or Converse have already been using AR for some years, there has not been done much research about the benefits of it from the psychological side of consumers. What is so special in AR that people all around the world are fascinated about it? Just recently the Whales faced some interesting articles about AR and its effect on our brain and decided to share it with you.
What does AR do to our brain?
- High Cognitive Activity
This interesting peculiarity of our brain was found out in special research, where 150 different correspondents had to carry out various assignments with and without AR versions such as Google Translate Word Lens (AR) and a usual Google Translate App (Non-AR). During the experiment, such parameters as long-term memory encoding, engagement, attention, approach/withdrawal, and emotional intensity were measured. The results of the research showed that people who used AR had higher levels of almost all of the mentioned parameters, especially engagement and attention.
The results of the same study have shown a 70% higher memory encoding level with AR usage than without it. What does this mean for marketers? Imagine yourself watching a great number of commercials on TV. How many of them will you remember the next day? Probably none or just a few. Why do you remember them? Most likely the ads have something special: either a slogan or famous and beautiful actors or a funny situation. Now take a second and think: would AR ads be special to you? Probably yes. Why? Because they bring something special, something that you have not experienced before. Since nowadays AR ads are not widespread, there is a chance to use them and stand out from the competitors.
The Whale Agency would be happy to tell you more about it!
According to the same British study, the levels and approach and withdrawal from the information when using AR was lower than without it. What does it mean and why does it happen? Lower levels of approach and withdrawal are connected with the emotional experience of participants. When using AR technologies together with the special equipment, a world of new adventures and unexpected circumstances is open to a person to the fullest!
What do you think?
What do you think about AR technologies? What is the future of AR in the Marketing and Advertising World? Or do you want to know more about it? We are always open to all the discussions and curious about your ideas! ;-) Send us a message about your ideas, questions or any concerns!
Sources:
- Heather Ansrew: How augmented reality affects the brain
- Neuro-Insight and Zappar: The Future of Augmented Reality