Exploring the experience of novelty when viewing creative adverts: An ERP study.
|Authors||Zhou, Shujin, Yin, Yue, Yu, Tingting, Stupple, Edward J. N. and Luo, Junlong|
The electrophysiological correlates of experiencing novelty in creative advertising were studied in 28 healthy subjects using event-related potentials. Participants viewed images that were difficult to interpret until a description was presented providing either a creative description (CD) featuring an unexpected description of the image based on the original advertisement, or a normal description (ND), which was a literal description of the image (and served as a baseline condition). Participants evaluated the level of creativity of the description. The results showed that the N2 amplitude was higher for CDs than for NDs across middle and right scalp regions between 240 and 270 ms, most likely reflecting conflict detection. Moreover, CDs demonstrated greater N400 than NDs in a time window between 380 and 500 ms, it is argued that this reflects semantic integration. The present study investigates the electrophysiological correlates of experiencing novelty in advertising with ecologically valid stimuli. This substantially extends the findings of earlier laboratory studies with more artificial stimuli.
|Keywords||Advertising; Creativity; Novelty|
|Journal||Frontiers in Psychology|
|Digital Object Identifier (DOI)||https://doi.org/10.3389/fpsyg.2018.00471|
|Web address (URL)||http://hdl.handle.net/10545/622596|
|Publication dates||09 Apr 2018|
|Publication process dates|
|Deposited||13 Apr 2018, 07:58|
Archived with thanks to Frontiers in Psychology
|Contributors||Shanghai Normal University and University of Derby|
File Access Level
File Access Level
1views this month
0downloads this month