Neurophysiological Responses to Digitalized and Digital Art: A Pilot Study on Generations Z and Y in Virtual Museums

The increasing digitisation of the arts and culture sector has led to the development of virtual museum environments, which are designed to provide remote visitors with experiences by reproducing physical works of art or presenting digital content created specifically for this purpose. While these innovations have introduced new ways to enjoy art, it is unclear how they affect the emotional and cognitive responses of viewers. This pilot study aims to investigate whether the nature of the artistic stimulus (digitalized vs. natively digital) and the communicative framing preceding the experience influence the aesthetic and neurophysiological responses of users, particularly those belonging to Generations Z and Y. Adopting a multidimensional approach, the study examines user reactions to two types of virtual museum: (A) a digital reproduction of a physical museum (digitalized art), and (B) a natively digital museum (e.g., featuring cryptoart or NFTs). A brief introductory framing was implemented as an experimental manipulation, and participants were randomly assigned to one of three conditions: no brief, congruent brief, and incongruent brief. Neurophysiological data were collected using EEG, eye-tracking, galvanic skin response (GSR), and heart rate monitoring (HR). Additionally, post-experience questionnaires were administered to assess aesthetic evaluation, perceived authenticity, immersion, time perception, and behavioral intention. It is hypothesized that the congruence between the stimulus and the communicative framing will significantly affect both neurophysiological and subjective responses. The expected outcomes aim to deepen our understanding of the cognitive and emotional mechanisms underpinning digital aesthetic experiences and to offer practical insights for the design of more engaging and effective virtual museum environments tailored to digitally native audiences.