Quantifying audience perceptions of holographic displays in museums using neurophysiological measures (EEG)

Abstract This study combined electroencephalography (EEG) and questionnaire measures to assess cognitive and emotional engagement with three museum display formats: holograms, photographs, and 3D-printed artefacts. Twenty-four adults (aged 18–55 years) viewed the exhibits in a simulated museum environment while neural activity and self-reported immersion (IEQ-SF) were recorded. Holographic displays were associated with lower delta and alpha power and higher theta activity than the other display formats, indicating distinct patterns of EEG activity during viewing. Subjective immersion scores were significantly higher for holograms than for 3D-printed models and photographs, while 3D-printed models also scored higher than photographs. The EEG and questionnaire findings suggest that holographic presentation was associated with greater perceived immersion and attentional engagement, although the findings should not be interpreted as causal evidence. This study demonstrates a neurophysiological and self-report approach for evaluating audience responses to immersive display technologies in controlled museum settings.