Users' reactions captured by means of an EEG headset on viewing the presentation of sustainable designs using verbal narrative

摘要

Purpose The aim of this paper is to determine whether consumers accept new arguments for choosing a product that adapts to future needs. It is also seeking to investigate whether the design of products and their ensuing advertising and promotion through a sustainable approach by means of verbal narrative ads can generate a more positive emotional response in the future users of the product than with the application of visual narrative ads.