Analysising human being behaviour in front of marketing actions like audiovisual campaigns and in front of retail experience both in physical and online store.

Publications

2019

J., Bigné, E., Guixeres, J., Alcañiz, M., & Torrecilla, C. Martínez-Navarro (2019). The influence of virtual reality in e-commerce. Journal of Business Research, 100, pp. 475-482.
Marín-Morales, J., Higuera-Trujillo, J. L., Greco, A., Guixeres, J., Llinares, C., Gentili, C., ... & Valenza, G. (2019). Real vs. immersive-virtual emotional experience: Analysis of psycho-physiological patterns in a free exploration of an art museum. PloS one, 14.
Marín-Morales, J., Higuera-Trujillo, J. L., De-Juan-Ripoll, C., Llinares, C., Guixeres, J., Iñarra, S., & Alcañiz, M. (2019). Navigation comparison between a real and a virtual museum: time-dependent differences using a head mounted display. Interacting with Computers, 31, pp. 208-220.
Alcañiz, M., Guixeres, J., & Bigne, E. (2019). Virtual reality in marketing: a framework, review and research agenda. Frontiers in psychology, 10, pp. 1530.
Moreno, C. T., Morales, J. M., Guixeres, J., Raya, M. A., & Alcañiz, J. E. B. (2019). ¿Comunica el recorrido del consumidor en el punto de venta su decisión de compra? Un estudio mediante Neuromarketing.. Omnichannel Marketing: las nuevas reglas de la distribución y el consumo en un mundo omnicanal, pp. 295-307.

2018

A., Escobar, P., Cebolla, A., Álvarez-Pitti, J., Guixeres, J., Lurbe, E., ... & Lisón, J. F. (2018). Home-exercise Childhood Obesity Intervention: A Randomized Clinical Trial Comparing Print Versus Web-based (Move It) Platforms. Journal of pediatric nursing, 42, pp. 79-84.

2017

Guixeres, Jaime and Bigné (2017). Consumer neuroscience-based metrics predict recall, liking and viewing rates in online advertising. Frontiers in psychology, 8, pp. 1808.
Marín-Morales, J., Torrecilla-Moreno, C., Guixeres Provinciale, J., & Llinares Millán, M. D. C (2017). Methodological bases for a new platform for the measurement of human behaviour in virtual environments. DYNA Ingeniería e Industria, 92, pp. 34-38.
Ausin, J. M., Guixeres, J., Bigné, E., & Alcañiz, M. (2017). Facial expressions to evaluate advertising: a laboratory versus living room study. In Advances in Advertising Research VIII, pp. 109-122.

2016

Colomer Granero, A., Fuentes-Hurtado, F., Naranjo Ornedo, V., Guixeres Provinciale, J., Ausín, J. M., & Alcañiz Raya, M (2016). A comparison of physiological signal analysis techniques and classifiers for automatic emotional evaluation of audiovisual contents. Frontiers in computational neuroscience, 10, pp. 74.
Bigne, E., Llinares, C., & Torrecilla, C. (2016). Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study. Journal of Business Research, 69, pp. 1423-1427.
Higuera-Trujillo, J. L., Marín-Morales, J., Rojas, J. C., López-Tarruella, J., Maldonado, C. L. M., Provinciale, J. G., & Alcañiz, M. (2016). Emotional cartography in design: A novel technique to represent emotional states altered by spaces. 10th International Conference on Design & Emotion.
Maldonado, J. L. T., Trujillo, J. L. H., Abad, S. I., Millán, C. L., Guixeres, J., & Raya, M. A. (2016). Realidad Virtual como herramienta para la valoración emocional de entornos arquitectónicos. El arquitecto, de la tradición al siglo XXI: docencia e investigación en expresión gráfica arquitectónica, pp. 651-658.
Moreno, C. T., Azofra, J. M. A., & Guixeres, J. (2016). ¿Revela el patrón de la mirada el agrado de la publicidad turística?. Esic market, 155, pp. 505-544.

2015

Rojas, J. C., Contero, M., Bartomeu, N., & Guixeres, J. (2015). Using combined bipolar semantic scales and eye‐tracking metrics to compare consumer perception of real and virtual bottles. Packaging Technology and Science, 28, pp. 1047-1056.