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

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    Stupple_2018_Exploring_the_exp ...
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    Authors
    Zhou, Shujin
    Yin, Yue
    Yu, Tingting
    Stupple, Edward J. N. cc
    Luo, Junlong
    Affiliation
    Shanghai Normal University
    University of Derby
    Issue Date
    2018-04-09
    
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    Show full item record
    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.
    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
    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
    ae974a485f413a2113503eed53cd6c53
    10.3389/fpsyg.2018.00471
    Scopus Count
    Collections
    Human Sciences Research Centre

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