DETERMINING THE DEGREE OF PLAYER ENGAGEMENT IN A COMPUTER GAME WITH ELEMENTS OF A SOCIAL CAMPAIGN USING COGNITIVE NEUROSCIENCE TECHNIQUES

Due to the popularity of video games in various applications, including both commercial and social marketing, there is a need to assess their content in terms of player satisfaction, already at the production stage. For this purpose, the indices used in EEG tests can be used. In this publication, a formula has been created based on the player's commitment to determining which elements in the game should be improved and for which graphic emblems connected with social campaigns were more memorable and whether this was related to commitment. The survey was conducted using a 2D platform game created in Unity based on observations of 28 recipients. To evaluate the elements occurring in the game at which we obtain a higher memory for graphic characters, a corresponding pattern was created based on player involvement. The optimal Index for moving and static objects and the Index for destruction were then selected based on the feedback. Referring to the issue of graphic emblems depicting social campaigns should be placed in a place where other activities such as fighting will not be distracted, everyone will be able to reach the level where the recently placed advertisement is. This study present the developed method to determine the degree of player's engagement in particular elements in the game using the EEG and to explore the relationship between the visibility of social advertising and engagement in a 2D platform game where the player has to collect three keys and defeat the ultimate opponent.&nbsp

Customers' emotions and openness to product co-creation : an empirical analysis based on EEG data

PURPOSE: The aim of this paper is to identify the emotions and engagement of customers versus their openness to product co-creation. The research was conducted among users of a computer game.DESIGN/METHODOLOGY/APPROACH: The study used high-tech methods EEG (electroencephalography) and a virtual environment, as well as a questionnaire. The research aims to investigate the customer emotions of the players - their engagement in testing the product and their openness to product co-creation.FINDINGS: The authors identified two groups of customers and proposed a simplified condition for testing openness to product co-creation. The study's sample size was small and may not represent the entire population. Only one game-type product was examined.PRACTICAL IMPLICATIONS: The study's findings have practical implications for practitioners in product co-creation, product development, and creating a relationship with customers. For example, the simplified condition can be used for the development of the customer group which is open to co-create the product.ORIGINALITY/VALUE: The research provided insights into the relationship between emotions and player engagement during the game and the determination of openness to product cocreation with the customer.The project is financed within the framework of the program of the Minister of Science and Higher Education under the name “Regional Excellence Initiative” in the years 2019 - 2023; project number RID/IZ/2022/1/70; the amount of financing PLN 10,684,000.00.peer-reviewe

The impact of advertisements placement in the computer game on the effectiveness of social campaign messages

PURPOSE: The article focuses on two aspects, spatial location of advertisements and the engagement of the player during the gameplay and investigates, how they influence the effectiveness of advertising in the context of social campaign.DESIGN/METHODOLOGY/APPROACH: The analyses are conducted based on data collected in the survey and recorded by EEG and eye-tracker devices.FINDINGS: The results obtained for the memorization may indicate that message order (first or last) in a sequence of advertisements has major bearing on attention and recall. The computed outcomes of engagement indices show that, depending on the method of calculation, obtained results can differ. Moreover, research with the use of eye-tracking devices can allow for accurate predictions of advertising effectiveness, at least in terms of recall. Results allow to state that it would be recommended to place social advertisements in such spots where the player has less to do and is not distracted by any tasks required to achieve progress in the game.PRACTICAL IMPLICATIONS: The proposed solution of testing the effectiveness of computer games in presenting social campaigns messages can be used both by practitioners that develop such campaigns and by scientists aiming to conduct advertising research.ORIGINALITY/VALUE: Taking into account data from two different sources allows to capture both conscious and subconscious opinions about the social advertsising message in the game, which shows the comprehensive image of the advertisement’s effectiveness.The project was financed with the National Science Centre funds allocated according to the decision DEC-2016/21/B/HS4/03036.peer-reviewe

Determination of the Inaccuracies of Calculated EEG Indices

The data obtained as a result of an EEG measurement are burdened with inaccuracies related to the measurement process itself and the need to remove recorded disturbances. The article presents an example of how to calculate the Approach-Withdraw Index (EEG-AW) and Memorization Index (MI) indices in such a way that their inaccuracy resulting from the removal of artifacts can be periodically calculated. This inaccuracy is expressed in terms of standard deviation. This allows you to determine the reliability of the obtained conclusions in the context of examining elements in a 2D computer game created in the Unity engine

Modern Methods of Sustainable Behaviour Analysis—The Case of Purchasing FMCG

In this manuscript, the authors aim to explore sustainable consumer behaviour during shopping at a self-service store with fast-moving consumer goods (FMCG). An innovative combination of virtual reality (VR) equipment and an electroencephalogram (EEG) was used in the study. The objective of the study was to gather information as to how consumers make shopping decisions when buying fast-moving consumer goods (FMCG). The studies conducted so far have used either VR or EEG. To the best knowledge of the authors, no results of a study from the FMCG sector using both these devices simultaneously have ever been published. The results of the pilot studies are presented in the paper. The presented results constitute a part of a wider research project within the scope of which a triangulation of the research methods was used, enabling deeper analyses to be conducted of conscious and non-conscious aspects of the study subjects. The authors analysed primary data indicative of sustainable consumer behaviour. Descriptive statistics, including such measures as a mean value, standard deviation, and correlation analysis, as well as the Valence/Arousal Index, were used. The conducted studies provided knowledge of sustainable behaviour for two types of consumers – non-routine and considerate. Moreover, emotion indicators for FMCG products were defined, out of which the highest satisfaction was recorded for salmon as a product