letsdothis3 ago

https://www.ideagoras.biz/thats-virtual-reality-plays-brain/

VR, like other technologies, has the ability to rewrite the brain, enhancing some connections and weakening others. Mayank Mehta, a neuroscientist at the University of California, LA, conducted a study to see what happened in the hippocampus (area of the brain related to processes of learning and memory) by measuring the brain response of several rats while exploring a virtual room.

How Does VR Rewire Your Brain?

letsdothis3 ago

Virtual Reality and the Brain http://theneuromarketer.com/blog/?p=2669

In marketing, different opinions are expressed about the impact and acceptance that virtual reality (VR) will have in different sectors. On the one hand, there are those who argue that the impact will be minimal, since its adoption will be exclusive only for certain and specific activities, for example, entertainment, tourism, health, education, or design. On the other hand, some experts predict a widespread acceptance of this technology given its unique characteristics, far beyond the close association with video games...

..Recent neuroscientific research shows that VR experience generates 27% more brand affection and loyalty, compared to traditional 2D methods. Additionally, the involvement with the brand content increases by 34% versus that presented on flat video or television screens. The contents that allow to explore the virtual world increase the link with the brand, although the script, audio, and language are critical for its effectiveness.

The hyperrealistic and immersive 3D experience that virtual reality proposes creates powerful emotional connections. In fact, it is potentially considered the ultimate marketing tool for the pursuit and capture of customer service. The virtual experience is so immersive and fantastic that it overwhelms the senses, until “convincing” the brain that something real happens.

In a virtual reality environment, the brain responds in the same way to what it would do in the real world, but in addition to being clear that it is perceiving a different reality, it seems that the cells that control space go on to control temporality. Until just a few months ago, it was thought that the impact of virtual experience was exactly the same as that of reality and that people acted in the same way in both cases.

Recent experiments have enabled a new approach. The tests used laboratory rats to compare their behavior when traveling two identical mazes, one natural and one virtual.

The results showed that the activity of the rats was exactly "imitated", but that the activation of their hippocampus (the part of the brain that controls memory) varied. While the rats created cognitive maps to travel the real maze, in the virtual those fields did not exist. This first conclusion is fascinating. During the virtual reality session, 60% of hippocampal neurons that are active in the real world simply turn off. The exercise in both cases is the same, but the neurons that are active in the real world are not in the virtual world.

It is very striking, because the animals perceived that they were not immersed in a natural environment and therefore, the brain cells that encode the spatial cognitive map began to encode the navigation time, as if the only relevant variable in the virtual environment was the time spent and not the space to travel.

With regard to the sensations caused in the individual, it can be felt with an intensity similar to that experienced in the real world, although at all times the subject is aware that he lives a virtual reality. The sound or movement incorporate additional sensations to the visualization. These additives make the immersion more perfect because the body complements what the eyes see.

Is it good or bad that this effect occurs? Currently, we do not know. Although it can be assumed that virtual reality, like other technologies, has the ability to rewrite the brain, strengthening some connections and weakening others. It is still premature to assume exactly what the effects will be.

One of the extended arguments is that virtual reality eliminates the proscenium. In other words, a smartphone, a tablet or a TV is always limited by a frame, a clear border that separates what happens on the screen and in real life. In the case of virtual reality there is no element that defines the scenario.

However, we should not dramatize assuming that virtual reality has perverse effects on the brain. Just remember that in the 1960s I worried about how television was going to affect the brain. In the 1990s, I was worried about how video games would affect the brain, and in 2000 I was worried about the Internet. The difference with virtual reality is that it proposes a much more radical environment in terms of information.

Probably, in a decade we will have clearer how the human brain adapts to this new environment. Projects such as the glass brain, using the Oculus Rift immersive virtual reality system , will help clear up the unknowns. This research consists of scanning the brain, in order to visualize in real time and in three dimensions the brain activity with the help of a helmet that performs an electroencephalogram.

To see the result of one of these scanners, and travel the path that the electrical impulses make in the brain to different stimuli from outside in real time when the individual is exposed to virtual reality, click on the following link.

https://youtu.be/dAIQeTeMJ-I

derram ago

https://invidio.us/watch?v=gO5E3WY5-d0 :

MindControl VR by ARworks at MWC, Barcelona 2017 - YouTube


This has been an automated message.