Description
The LIPSIMedia Laboratory (acronym for Laboratory of Advertising Research and Media Psychology), was founded in 2006 on the María Zambrano Campus (Segovia) of the University of Valladolid.
Its mission is to develop R & D & i activities for scientific production, training applications and collaboration with companies, creating a space for reflection and scientific research on the advertising phenomenon.
Its members carry out research on the behavior of media users (receivers, prosumer, consumer) and the psychological, affective, cognitive and social processes that occur in this encounter with advertising both with conventional media above the line, not conventional below the line, such as offline media. His research uses different techniques and technologies such as the Eye Tracker, biofeedback, taquitoscope, VR, 2D / 3D, and others.
Current research lines:
Lipsimedia is currently developing research from the psychology of advertising in:
- Cognitive-emotional Advertising Efficacy of advertising inserted in fictional audiovisual products (Advertainment, Branded entertainment and all those forms of fusion between advertising and audiovisual entertainment)
- Virtual reality and advertising
- Emotion, cognition and advertising
- Cognitive unconscious and advertising
- Conscious and unconscious attention processes and advertising
- Persuasive advertising strategies
- Finally, LipsiMedia develops different collaborations with different companies in order to investigate the effects and persuasive efficacy of certain audiovisual products.
