Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study
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...
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2018-04-01
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doaj-08b28c3fb7c9406a86d785648ec0c41f2020-11-24T23:16:59ZengFrontiers Media S.A.Frontiers in Psychology1664-10782018-04-01910.3389/fpsyg.2018.00471288180Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP StudyShujin Zhou0Yue Yin1Tingting Yu2Edward J. N. Stupple3Junlong Luo4Department of Psychology, Shanghai Normal University, Shanghai, ChinaDepartment of Psychology, Shanghai Normal University, Shanghai, ChinaDepartment of Psychology, Shanghai Normal University, Shanghai, ChinaCentre for Psychological Research, University of Derby, Derby, United KingdomDepartment of Psychology, Shanghai Normal University, Shanghai, ChinaThe 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.http://journal.frontiersin.org/article/10.3389/fpsyg.2018.00471/fullcreative advertisingnoveltyERPsN2N400 |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Shujin Zhou Yue Yin Tingting Yu Edward J. N. Stupple Junlong Luo |
spellingShingle |
Shujin Zhou Yue Yin Tingting Yu Edward J. N. Stupple Junlong Luo Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study Frontiers in Psychology creative advertising novelty ERPs N2 N400 |
author_facet |
Shujin Zhou Yue Yin Tingting Yu Edward J. N. Stupple Junlong Luo |
author_sort |
Shujin Zhou |
title |
Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study |
title_short |
Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study |
title_full |
Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study |
title_fullStr |
Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study |
title_full_unstemmed |
Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study |
title_sort |
exploring the experience of novelty when viewing creative adverts: an erp study |
publisher |
Frontiers Media S.A. |
series |
Frontiers in Psychology |
issn |
1664-1078 |
publishDate |
2018-04-01 |
description |
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. |
topic |
creative advertising novelty ERPs N2 N400 |
url |
http://journal.frontiersin.org/article/10.3389/fpsyg.2018.00471/full |
work_keys_str_mv |
AT shujinzhou exploringtheexperienceofnoveltywhenviewingcreativeadvertsanerpstudy AT yueyin exploringtheexperienceofnoveltywhenviewingcreativeadvertsanerpstudy AT tingtingyu exploringtheexperienceofnoveltywhenviewingcreativeadvertsanerpstudy AT edwardjnstupple exploringtheexperienceofnoveltywhenviewingcreativeadvertsanerpstudy AT junlongluo exploringtheexperienceofnoveltywhenviewingcreativeadvertsanerpstudy |
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