Static vs. Immersive: A Neuromarketing Exploratory Study of Augmented Reality on Packaging Labels.

The I content condition showed a marginally significant increase in BATR compared to the S condition ( t (19) = −1.93, MD = −0.33, SE = 0.17, p = 0.069, d = −0.52). 3.2.

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However, this difference did not reach statistical significance, though the trend points in that direction.

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