Museums increasingly rely on digital content to support visitors' understanding of artworks, yet little is known about how these formats shape the emotional engagement that underlies meaningful art experiences. This research presents an in-situ EEG study on how digital interpretive content modulate engagement during art viewing. Participants experienced three modalities: direct viewing of a Bruegel painting, a 180° immersive interpretive projection, and a regular, display-based interpretive video. Frontal EEG markers of motivational orientation, internal involvement, perceptual drive, and arousal were extracted using eyes-open baselines and Z-normalized contrasts. Results show modality-specific engagement profiles: display-based interpretive video induced high arousal and fast-band activity, immersive projections promoted calm, presence-oriented absorption, and original artworks reflected internally regulated engagement. These findings, relying on lightweight EEG sensing in an operational cultural environment, suggest that digital interpretive content affects engagement style rather than quantity. This paves the way for new multimodal sensing approaches and enables museums to optimize the modalities and content of their interpretive media.

翻译：博物馆日益依赖数字内容以辅助参观者理解艺术品，然而这些呈现形式如何影响构成有意义艺术体验的情感投入，目前尚不明确。本研究通过现场脑电图实验，探究数字阐释内容如何调节艺术观赏过程中的投入程度。参与者体验了三种模态：直接观赏勃鲁盖尔画作、180°沉浸式阐释投影，以及常规的基于显示屏的阐释视频。研究采用睁眼基线值与Z标准化对比，提取了动机导向、内部参与、感知驱动及唤醒度的额叶脑电标记。结果显示不同模态具有特异性的投入特征：基于显示屏的阐释视频诱发高唤醒度与快频段脑电活动，沉浸式投影促进平静、临场感导向的专注状态，而原始艺术品则反映内部调节的投入模式。这些基于实际文化环境中轻量化脑电传感的发现表明，数字阐释内容主要影响投入风格而非投入量级。这为新型多模态传感方法开辟了道路，并使博物馆能够优化其阐释媒体的模态与内容设计。