Not all elements displayed in a YouTube in-stream video ad are attributable to the ad itself. Some of those are automatically introduced by the platform, such as the countdown timer and the time progress bar. In recent years, some authors started exploring the effects associated with the presence of such non-ad items, providing valuable findings. However, objective evaluation of viewers’ visual attention is lacking in this context as well as emotional investigation. In addition, previous research showed how the manipulation of seemingly negligible details can yield dramatically different outcomes in the context of in-stream advertising. To extend knowledge, the authors explored the effects of the non-ad items’ presence by employing eye-tracking and facial coding techniques in combination with self-reports in a between-subjects experimental design focusing on the YouTube 15-s, mid-roll, non-skippable in-stream ad format. Results showed that the ad format currently employed by YouTube performs worse than its equivalent without the non-ad items on all the investigated measures and than its equivalent in which the non-ad items’ presence was experimentally reduced on facial coding disgust, self-reported disgust, ad irritation, and ad attitude. Managerial insights and challenges concerning the future of in-stream advertising and neuromarketing are highlighted.

When assessing trainees’ progresses during a driving training program, instructors can only rely on the evaluation of a trainee’s explicit behavior and their performance, without having any insight about the training effects at a cognitive level. However, being able to drive does not imply knowing how to drive safely in a complex scenario such as the road traffic. Indeed, the latter point involves mental aspects, such as the ability to manage and allocate one’s mental effort appropriately, which are difficult to assess objectively. In this scenario, this study investigates the validity of deploying an electroencephalographic neurometric of mental effort, obtained through a wearable electroencephalographic device, to improve the assessment of the trainee. The study engaged 22 young people, without or with limited driving experience. They were asked to drive along five different but similar urban routes, while their brain activity was recorded through electroencephalography. Moreover, driving performance, subjective and reaction times measures were collected for a multimodal analysis. In terms of subjective and performance measures, no driving improvement could be detected either through the driver’s subjective measures or through their driving performance. On the other side, through the electroencephalographic neurometric of mental effort, it was possible to catch their improvement in terms of mental performance, with a decrease in experienced mental demand after three repetitions of the driving training tasks. These results were confirmed by the analysis of reaction times, that significantly improved from the third repetition as well. Therefore, being able to measure when a task is less mentally demanding, and so more automatic, allows to deduce the degree of users training, becoming capable of handling additional tasks and reacting to unexpected events.

Art experience is not solely the observation of artistic objects, but great relevance is also placed on the environment in which the art experience takes place, often in museums and galleries. Interestingly, in the last few years, the introduction of some forms of virtual reality (VR) in museum contexts has been increasing. This has solicited enormous research interest in investigating any eventual differences between looking at the same artifact either in a real context (e.g. a museum) and in VR. To address such a target, a neuroaesthetic study was performed in which electroencephalography (EEG) and autonomic signals (heart rate and skin conductance) were recorded during the observation of the Etruscan artifact “Sarcophagus of the Spouses”, both in the museum and in a VR reproduction. Results from EEG analysis showed a higher level of the Workload Index during observation in the museum compared to VR (p = 0.04), while the Approach–Withdrawal Index highlighted increased levels during the observation in VR compared to the observation in the museum (p = 0.03). Concerning autonomic indices, the museum elicited a higher Emotional Index response than the VR (p = 0.03). Overall, preliminary results suggest a higher engagement potential of the museum compared to VR, although VR could also favour higher embodiment than the museum.

It has been demonstrated that odors could affect humans at the psychophysiological level. Significant research has been done on odor perception and physiological mechanisms; however, this research was mainly performed in highly controlled conditions in order to highlight the perceptive phenomena and the correlated physiological responses in the time frame of milliseconds. The present study explored how human physiological activity evolves in response to different odor conditions during an ecological olfactory experience on a broader time scale (from 1 to 90 s). Two odors, vanilla and menthol, together with a control condition (blank) were employed as stimuli. Electroencephalographic (EEG) activity in four frequency bands of interest, theta, alpha, low beta, and high beta, and the electrodermal activity (EDA) of the skin conductance level and response (SCL and SCR) were investigated at five time points taken during: (i) the first ten seconds of exposure (short-term analysis) and (ii) throughout the entire exposure to each odor (90 s, long-term analysis). The results revealed significant interactions between the odor conditions and the time periods in the short-term analysis for the overall frontal activity in the theta (p = 0.03), alpha (p = 0.005), and low beta (p = 0.0067) bands, the frontal midline activity in the alpha (p = 0.015) and low beta (p = 0.02) bands, and the SCR component (p = 0.024). For the long-term effects, instead, only one EEG parameter, frontal alpha asymmetry, was significantly sensitive to the considered dimensions (p = 0.037). In conclusion, the present research determined the physiological response to different odor conditions, also demonstrating the sensitivity of the employed parameters in characterizing the dynamic of such response during the time. As an exploratory study, this work points out the relevance of considering the effects of continuous exposure instead of short stimulation when evaluating the human olfactory experience, providing insights for future studies in the field.

Although the Internet grants access to a large amount of information, it is crucial to verify its reliability before relying on it. False information is a dangerous medium that poses a considerable threat, as it impacts individuals’ perceptions and information processing, eventually shaping people’s behaviors. Misinformation can be weaponized, especially in cross-border conflicts, where it can be used as a means to erode social cohesion by manipulating public opinion and exacerbate tensions between nations. Cognitive Warfare targets human cognition shaping to be a realm of warfare. It entails the synergy of activities designed to alter perceptions of reality, along with other Instruments of Power, to affect attitudes and behaviors by influencing, protecting, or disrupting cognition on an individual, group, or population level to gain an advantage over an opponent. The objective of our study was to identify behavioral patterns and profile personality traits most likely to accept fake news as true, aiming to mitigate the phenomenon and impact of misinformation and disinformation, as well as addressing the concerning effects of Cognitive Warfare. Based on the Big Five Theory model, we investigated the variation in visual attention and level of Conscientiousness, Open-Mindedness, and Emotional Stability in regard to the capability to detect fake news. In this study, we measured Implicit reaction time (IRT) and visual behavior (Eye Tracker) while participants were shown both fake and real news. The results indicated that subjects who were able to differentiate between fake news and real news tended to exhibit lower levels of Open-Mindedness and focused heavily on the visual elements of the posts.

Poetry elicits emotions, and emotion is a fundamental component of human ontogeny. Although neuroaesthetics is a rapidly developing field of research, few studies focus on poetry, and none address its different modalities of fruition (MOF) of universal cultural heritage works, such as the Divina Commedia (DC) poem. Moreover, alexithymia (AX) resulted in being a psychological risk factor during the COVID-19 pandemic. The present study aims to investigate the emotional response to poetry excerpts from different cantica (Inferno, Purgatorio, Paradiso) of DC with the dual objective of assessing the impact of both the structure of the poem and MOF and that of the characteristics of the acting voice in experts and non-experts, also considering AX. Online emotion facial coding biosignal (BS) techniques, self-reported and psychometric measures were applied to 131 literary (LS) and scientific (SS) university students. BS results show that LS globally manifest more JOY than SS in both reading and listening MOF and more FEAR towards Inferno. Furthermore, LS and SS present different results regarding NEUTRAL emotion about acting voice. AX influences listening in NEUTRAL and SURPRISE expressions. DC’s structure affects DISGUST and SADNESS during listening, regardless of participant characteristics. PLEASANTNESS varies according to DC’s structure and the acting voice, as well as AROUSAL, which is also correlated with AX. Results are discussed in light of recent findings in affective neuroscience and neuroaesthetics, suggesting the critical role of poetry and listening in supporting human emotional processing.