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 (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.

Reactive control in evaluating appropriately or inappropriately novel ideas: Evidence from electrophysiological measures

“…The consistent N2-N400 findings from this study and previous studies focused on the evaluation of creative objects, creative associations, or creative solutions of insight problems (Mai et al, 2004;Qiu et al, 2006;Rataj, Przekoracka-Krawczyk, et al, 2018;Rataj, Nazareth, et al, 2018;Zhao et al, 2014), particularly continuous N2-N400 components in appreciating creative advertisements (Zhou et al, 2018;Zhou et al, 2021), suggested an early monitoring mechanism underlying the novel processing, which likely enables people to make necessary reactive control on novel ideas or products.…”

Moving towards accurate and early prediction of language delay with network science and machine learning approaches

“…Nodes in each network are represented as nouns in the toddler’s expressive vocabulary, and links are represented by nouns that share at least two semantic features in common. Based on these noun-feature networks, we calculated three connectivity measures that have been previously identified as varying between early-talker and late-talker vocabularies 23 : (1) Mean Path Length (MPL), (2) Global clustering coefficient (GCC), and (3) Mean Degree (MD), and two additional measures suggested by a peer reviewer (4)Betweenness Centrality (BC), and (5) Harmonic Centrality (HC) 41 .…”

Tracking the effectiveness of creative ads with a computer mouse

“…Thus, our results are more reflective of consumers' psychological state when purchasing products in a lifestyle scenario. However, there are still two issues worth investigating: first, we cannot explain how attention affects the effectiveness of creative advertising; second, as we did not manipulate novelty, appropriateness or familiarity like other studies (e.g., Zhou et al, 2020), we were unable to explore the effect of these attributes on the effectiveness of advertising. Future research could explore these issues.…”

“…Most previous studies of creative advertising only focused on novelty. However, appropriateness and brand familiarity may also affect advertising creativity (Zhou et al, 2020). Accordingly, this cognitive evaluation task on novelty, appropriateness, brand familiarity and creativity followed the numerical selection task, in which two left–right‐placed advertisements (on the same product) randomly appeared for 5 s and were rated by participants on these four dimensions on a Likert scale from 1 ( very low ) to 5 ( very high ), followed by a selection of purchase intention (i.e., selecting which one they would buy without consideration of their price).…”