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 (...
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| Autores principales: | , , , , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Nature Portfolio
2020
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/c090a7ceb67b4900b01b8d614067babe |
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