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

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) tec...

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Bibliographic Details
Published in:Scientific reports 2020-12, Vol.10 (1), p.21958-21958, Article 21958
Main Authors: Zhou, Shujin, Luo, Junlong, Yu, Tingting, Li, Dan, Yin, Yue, Tang, Xiaochen
Format: Article
Language:English
Subjects:
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Adult
Advertising
Auditory evoked potentials
Brain Mapping
Creativity
Electrophysiological recording
Event-related potentials
Evoked Potentials - physiology
Female
Humanities and Social Sciences
Humans
Male
multidisciplinary
Nerve Net
Science
Science (multidisciplinary)
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Summary: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.
ISSN:2045-2322
2045-2322
DOI:10.1038/s41598-020-79044-0