Exploring the experience of novelty when viewing creative adverts: An ERP study.

Hdl Handle:
http://hdl.handle.net/10545/622596
Title:
Exploring the experience of novelty when viewing creative adverts: An ERP study.
Authors:
Zhou, Shujin; Yin, Yue; Yu, Tingting; Stupple, Edward J. N. ( 0000-0001-8545-9504 ) ; Luo, Junlong
Abstract:
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.
Affiliation:
Shanghai Normal University; University of Derby
Citation:
Zhou, S. et al (2018) 'Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study', Frontiers in Psychology, 9, DOI: 10.3389/fpsyg.2018.00471/full
Publisher:
Frontiers
Journal:
Frontiers in Psychology
Issue Date:
9-Apr-2018
URI:
http://hdl.handle.net/10545/622596
DOI:
10.3389/fpsyg.2018.00471
Additional Links:
http://journal.frontiersin.org/article/10.3389/fpsyg.2018.00471/full
Type:
Article
Language:
en
ISSN:
16641078
Sponsors:
N/A
Appears in Collections:
Human Sciences Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorZhou, Shujinen
dc.contributor.authorYin, Yueen
dc.contributor.authorYu, Tingtingen
dc.contributor.authorStupple, Edward J. N.en
dc.contributor.authorLuo, Junlongen
dc.date.accessioned2018-04-13T07:58:31Z-
dc.date.available2018-04-13T07:58:31Z-
dc.date.issued2018-04-09-
dc.identifier.citationZhou, S. et al (2018) 'Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study', Frontiers in Psychology, 9, DOI: 10.3389/fpsyg.2018.00471/fullen
dc.identifier.issn16641078-
dc.identifier.doi10.3389/fpsyg.2018.00471-
dc.identifier.urihttp://hdl.handle.net/10545/622596-
dc.description.abstractThe 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.en
dc.description.sponsorshipN/Aen
dc.language.isoenen
dc.publisherFrontiersen
dc.relation.urlhttp://journal.frontiersin.org/article/10.3389/fpsyg.2018.00471/fullen
dc.rightsArchived with thanks to Frontiers in Psychologyen
dc.subjectAdvertisingen
dc.subjectCreativityen
dc.subjectNoveltyen
dc.titleExploring the experience of novelty when viewing creative adverts: An ERP study.en
dc.typeArticleen
dc.contributor.departmentShanghai Normal Universityen
dc.contributor.departmentUniversity of Derbyen
dc.identifier.journalFrontiers in Psychologyen
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