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Event-related potentials support a dual process account of the Embedded Chinese Character Task.Yin, Yue; Yu, Tingting; Wang, Shu; Zhou, Shujin; Tang, Xiaochen; Stupple, Edward J. N.; Luo, Junlong; Shanghai Normal University; Shanghai Jiaotong University; University of Derby (Elsevier, 2018-10-29)Tests of the principles of dual process theory are typically conducted in the reasoning and judgement/decision-making literature. The present study explores dual process explanations with a new paradigm – the Embedded Chinese Character Task (ECCT). The beauty of this task is that it allows the contrast of automatic and deliberate processes without the potential for conflict. We used event-related potentials (ERPs) and behavioral measures to investigate the time course of automatic (Type 1) and deliberative (Type 2) processes on the ECCT. Thus we explored whether there were differences in processing speed in neural activation. The ECCT requires the extraction of one Chinese character from another, which requires either an automatic strategy reliant on knowledge of Chinese character formation and meaning (based on the radical), or a deliberative strategy using the shape of the components of the character (based on the stroke). Participants judged whether character elements were included or excluded in test characters. Faster response time were observed when judging 'inclusion relations' on automatic problems supporting the proposal that they required a Type 1 process. In line with the behavioral results, the hypothesized faster automatic process showed the rapid differentiation of N2 and P3b components between inclusion and exclusion responses, while no difference was shown for deliberative problems. Thus, neural differences in processing were shown between automatic and deliberate problems, and automatic processing was faster than deliberate processing.
Exploring the experience of novelty when viewing creative adverts: An ERP study.Zhou, Shujin; Yin, Yue; Yu, Tingting; Stupple, Edward J. N.; Luo, Junlong; Shanghai Normal University; University of Derby (Frontiers, 2018-04-09)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.