Systematic design of virtual and augmented commerce sites (WP3)

This Early State Researcher (ESR) will study and develop protocols for assessing the relationship between mixed reality and subconscious consumer responses. More specifically, the ESR will study how different virtual and augmented commerce solutions can lead to motivation and customer choice, or cognitive overload and mental taxation. These responses are to be combined with the responses found in comparable physical stores. Through the study of emotional and cognitive responses (using EEG neuroimaging) to different VR and AR commerce solutions, this ESR will 1) design protocols for integrating VR/AR with EEG and optimally study emotional and cognitive responses to such environments; 2) identify and define neural markers and range of scores of optimal VR/AR commerce design that drives or inhibits customer choice; and 3) test the effect of multiple sensory (especially vision and audition) on these responses.

Planned secondments: AAU (SD, M12-M15): Psychophysiological methods in media cognition; UPV (MC, M22-M23): VR/AR training; UV (CR, M24-M25): Marketing concepts; JKU (TF, M29-M30): Principles in electronic engineering.

Farzad Saffari


Farzad Saffari after finishing with High School Diploma in Physics and Mathematics, he joined the Amirkabir University of Technology (Tehran Polytechnic) in Tehran with the theis: “A review of Electron Spin Resonance Applications in Biomedical Engineering.” Then He finished his Master of Bioelectrical Engineering at the K. N. Toosi University of Technology, developing a deep learning approach for classification of SSVEP signals for a bci speller.

He is very much interested in applying machine learning and deep learning in neuroscience and computational neuroscience, enhancing performance of BCIs by machine learning and deep learning algorithms and signal and image processing in biological applications




“Systematic design of virtual and augmented commerce sites (WP3)”


  • Well-defined protocols for combining VR/AR and EEG in the study of consumer responses
  • Actionable insights and design principles for optimal VR/AR commerce design
  • A thorough understanding of emotional and cognitive responses to VR/AR commerce exposures and decision-making compared to traditional commerce decisions