Towards a neural model of creative evaluation in advertising: an electrophysiological study

Abstract Although it is increasingly recognized that evaluation is a key phase for a two-fold creativity model, the neural model is not yet well understood. To this end, we constructed a theoretical model of creative evaluation and supported it with neural evidence through event-related potentials (...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Shujin Zhou, Junlong Luo, Tingting Yu, Dan Li, Yue Yin, Xiaochen Tang
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2020
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/c090a7ceb67b4900b01b8d614067babe
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:c090a7ceb67b4900b01b8d614067babe
record_format	dspace
spelling	oai:doaj.org-article:c090a7ceb67b4900b01b8d614067babe2021-12-02T11:57:56ZTowards a neural model of creative evaluation in advertising: an electrophysiological study10.1038/s41598-020-79044-02045-2322https://doaj.org/article/c090a7ceb67b4900b01b8d614067babe2020-12-01T00:00:00Zhttps://doi.org/10.1038/s41598-020-79044-0https://doaj.org/toc/2045-2322Abstract Although it is increasingly recognized that evaluation is a key phase for a two-fold creativity model, the neural model is not yet well understood. To this end, we constructed a theoretical model of creative evaluation and supported it with neural evidence through event-related potentials (ERPs) technology during a creative advertising task. Participants were required to evaluate the relationship between target words and advertising that systematically varied in novelty and usefulness. The ERPs results showed that (a) the novelty-usefulness and novelty-only conditions evoked a larger N1-P2 amplitude, reflecting an automatic attentional bias to novelty, and (b) these two novelty conditions elicited a larger N200-500 amplitude, reflecting an effort to process the novel content; (c) the novelty-usefulness and usefulness-only conditions induced a larger LPC amplitude, reflecting that valuable associations were formed through retrieval of relevant memories. These results propose a neural model of creative evaluation in advertising: the N1-P2, N200-500, and LPC should be the key indices to define three sub-processes of novelty perception, conception expansion, and value selection, respectively.Shujin ZhouJunlong LuoTingting YuDan LiYue YinXiaochen TangNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 10, Iss 1, Pp 1-9 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Shujin Zhou Junlong Luo Tingting Yu Dan Li Yue Yin Xiaochen Tang Towards a neural model of creative evaluation in advertising: an electrophysiological study
description	Abstract Although it is increasingly recognized that evaluation is a key phase for a two-fold creativity model, the neural model is not yet well understood. To this end, we constructed a theoretical model of creative evaluation and supported it with neural evidence through event-related potentials (ERPs) technology during a creative advertising task. Participants were required to evaluate the relationship between target words and advertising that systematically varied in novelty and usefulness. The ERPs results showed that (a) the novelty-usefulness and novelty-only conditions evoked a larger N1-P2 amplitude, reflecting an automatic attentional bias to novelty, and (b) these two novelty conditions elicited a larger N200-500 amplitude, reflecting an effort to process the novel content; (c) the novelty-usefulness and usefulness-only conditions induced a larger LPC amplitude, reflecting that valuable associations were formed through retrieval of relevant memories. These results propose a neural model of creative evaluation in advertising: the N1-P2, N200-500, and LPC should be the key indices to define three sub-processes of novelty perception, conception expansion, and value selection, respectively.
format	article
author	Shujin Zhou Junlong Luo Tingting Yu Dan Li Yue Yin Xiaochen Tang
author_facet	Shujin Zhou Junlong Luo Tingting Yu Dan Li Yue Yin Xiaochen Tang
author_sort	Shujin Zhou
title	Towards a neural model of creative evaluation in advertising: an electrophysiological study
title_short	Towards a neural model of creative evaluation in advertising: an electrophysiological study
title_full	Towards a neural model of creative evaluation in advertising: an electrophysiological study
title_fullStr	Towards a neural model of creative evaluation in advertising: an electrophysiological study
title_full_unstemmed	Towards a neural model of creative evaluation in advertising: an electrophysiological study
title_sort	towards a neural model of creative evaluation in advertising: an electrophysiological study
publisher	Nature Portfolio
publishDate	2020
url	https://doaj.org/article/c090a7ceb67b4900b01b8d614067babe
work_keys_str_mv	AT shujinzhou towardsaneuralmodelofcreativeevaluationinadvertisinganelectrophysiologicalstudy AT junlongluo towardsaneuralmodelofcreativeevaluationinadvertisinganelectrophysiologicalstudy AT tingtingyu towardsaneuralmodelofcreativeevaluationinadvertisinganelectrophysiologicalstudy AT danli towardsaneuralmodelofcreativeevaluationinadvertisinganelectrophysiologicalstudy AT yueyin towardsaneuralmodelofcreativeevaluationinadvertisinganelectrophysiologicalstudy AT xiaochentang towardsaneuralmodelofcreativeevaluationinadvertisinganelectrophysiologicalstudy
_version_	1718394832360046592

Towards a neural model of creative evaluation in advertising: an electrophysiological study

Ejemplares similares