User Engagement Comparison between Advergames and Traditional Advertising Using EEG: Does the User’s Engagement Influence Purchase Intention?

In the context of human–computer interaction (HCI), understanding user engagement (UE) while interacting with a product or service can provide valuable information for enhancing design process. UE has been priority research theme within HCI, as it assesses experience by studying individual’s behavioral response to some stimulus. Many studies looking quantify are available; however, most use self-report methods that rely only on participants’ answers. This study aims explore non-traditional method, specifically electroencephalography, analyze users’ an advergame, interactive form advertising in video games. We aim understand if more type will enhance and whether, at same time, would influence user’s purchase intention (UPI). To do this, we computed compared during advergame conventional TV commercial measuring brain activity. After both types advertising, UPI was also evaluated. The findings demonstrate advertisement increased that, cases, increment positively influenced UPI. shows example potential physiological feedback applications perceptions after human–product interaction. show how be used along traditional ones analysis helpful about advantages measurement HCI applications.