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

N1 and LNC reveal the differential electrophysiological signatures of functional and hedonic images processing

In the process of creative sentence or phrase utilization, novel and appropriate evaluations cause the different brain responses observed in event-related potentials: the N400 reflects the novelty evaluation, whereas a late negative component marks appropriate processing. Do we have similar brain reactions in image perception when we rapidly browse pictures of objects with different novelty, functional/appropriate, and hedonic value? To explore this question, participants were presented with four novel object images with high or low functional and hedonic properties, as well as the ordinary product images, with the instruction to attentively observe and understand each image. We found a clear dissociation between processing of novelty and functional value: novelty objects produced negative deflections in the N2-N400 time window relative to the ordinary object images, whereas images with high functional value elicited a larger N2 and late negative waves (LNC) resembling the late component found for the appropriate phrases. Object images with high hedonic value, however, were associated with earlier aesthetic preference reflected in smaller N1 amplitudes, but failed to elicit a LNC effect. We therefore conclude that the processing of novelty, functional, and hedonic value are dissociation, and the perception of hedonic value is earlier (N1) than the novelty processing (N400) and the verification of functional value (LNC).

ERP evidence for temporal differences between cross-modal and cross-domain analogical reasoning

Previous studies have shown that individuals not only successfully engage in cross-domain analogies but also accomplish cross-modal reasoning. Yet, the behavioral representation and neurophysiological basis of cross-modal and cross-domain analogical reasoning remain unclear. This study established three analogical reasoning conditions by combining a multi-to-multi learning-test paradigm with a four‑term analogy paradigm: within-domain, cross-domain, and cross-modal conditions. Thirty participants were required to judge whether the relationship between C and D was the same as the learned relationship between A and B. Behavioral results revealed no significant differences in reaction times and accuracy between cross-domain and cross-modal conditions, but both conditions showed significantly lower accuracy than within-domain condition. ERP results indicated a larger P2 amplitude in the cross-modal condition, while a larger N400 amplitude was observed in the cross-domain condition. These findings suggest: (1) The P2 in cross-modal analogical reasoning is associated with more difficult access to cross-modal information. (2) The N400 in cross-domain analogical reasoning is related to more challenging semantic processing. This study provides the first evidence of behavioral and ERP differences between cross-modal and cross-domain analogical reasoning, deepening our understanding of the cognitive processes involved in cross-modal analogical reasoning.

Joint Developmental Trajectories of Novelty and Usefulness in Chinese Children's Creativity

Creativity encompasses both novelty and usefulness, with novelty referring to the generation of unique and uncommon ideas, while usefulness pertains to the effectiveness and appropriateness of these ideas in addressing the given task. The comprehension of the process of coordinated development for children's novelty and usefulness, including the potential gender differences, is crucial; however, it still lacks clarity in the current academic discourse. To address these gaps, this study investigated the joint developmental trajectories of novelty and usefulness as well as the gender differences in trajectory group membership among Chinese children. A sample of primary school children (initial grade 3, N = 665; 46.4% girls; initial Mage = 8.60 years) were followed for three years. The results revealed a negative association between novelty and usefulness across all three time points. Through parallel-process latent class growth modeling, three distinct trajectories of novelty and usefulness were identified: the High Novelty Decline-Medium Usefulness Increase-Stability Group (66%), the Low Novelty Increase-High Usefulness Decline-Convergence Group (19%), and the Low Novelty Decline-High Usefulness Increase-Divergence Group (15%). These findings suggest that the development of children's creativity is influenced by a multifaceted pattern involving both novelty and usefulness. Moreover, gender differences in trajectory group membership were examined and discussed within the context of creativity development in Chinese children.

Cognitive control in creative discovery: The gap between ideal and reality

Creative discovery involves discovering the additional values of existing things in the environment by identifying the novel associations between seemingly unrelated things; the judgment made in this process is expected to be accurate but not entirely correct. From the perspective of cognitive processing, what is the difference between the ideal and real states of creative discovery? This is largely unknown. In this study, a daily life scenario was presented, and a great number of seemingly unrelated tools were presented for participants to discover valuable tools. Electrophysiological activity was recorded when participants identified tools, and we then retrospectively analyzed the differences between responses. Compared with usual tools, unusual tools evoked greater N2, N400 and late sustained potential (LSP) amplitudes, which was likely associated with the monitoring and resolution of cognitive conflicts. Moreover, unusual tools evoked smaller N400 and greater LSP amplitudes when correctly identified as usable than when identified as unusable; this result suggested that creative discovery in the ideal state should depend on the cognitive control involved in resolving conflicts. However, in the comparison between subjectively rated usable and unusable tools, smaller N400 and greater LSP amplitudes were observed only when unusual tools could be identified by expanding the application scope but not by releasing functional fixedness; this outcome suggested that creative discovery in the real state was not always influenced by the cognitive control involved in resolving conflicts. The difference in cognitive control that should be exerted and that was actually exerted to identify novel associations was discussed.

The Neural Mechanisms of the Effect of Spontaneous Insight on Re-Solution: An ERP Study

The insight memory advantage refers to the situation in which memory performance could be improved by solving a problem with an Aha experience. In re-solution tests and recognition tests, studies demonstrate an insight memory advantage by spontaneous insight or induced insight. For the re-solution test, the neural mechanisms of the effect of induced insight were studied by the fMRI technique. However, the neural mechanisms of the effect of insight on re-solution in the temporal dimension were not known. The neural mechanisms of the effect of spontaneous insight on re-solution were not known. In the present study, we use the compound remote-associated (CRA) task to reveal the neural mechanisms of the effect of spontaneous insight on re-solution by the event-related potentials (ERPs) technique. The 25 participants were asked to solve a series of Chinese verbal CRA tasks and then perform a re-solution test 1 day later. Our results indicated that the solution with the Aha experience evoked a larger N400 in the early solution phase and a more negative wave in the late solution phase than the solution with no Aha experience. In the re-solution phase, items with an Aha during the solution phase were re-solved better with higher Aha rates than items with no Aha. In the re-solution phase, compared with items with no Aha, items with an Aha during the solution phase evoked a larger positive ERP in the 250 to 350 ms time window in the early phase, and a more negative deflection before the response (-900 to -800 ms) in the later phase. In one word, spontaneous insight during the solution phase could promote re-solution and elicit ERP deflection in the re-solution phase.

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

Novelty and appropriateness have been considered two necessary criteria to distinguish creative ideas, but little is known about what kind of reactive control people will make when they evaluate appropriately or inappropriately novel ideas. To study this issue, high-density technology was used to record electroencephalography (EEG) signals when participants were evaluating ideas in novel & appropriate, novel & inappropriate, ordinary & appropriate, and ordinary & inappropriate conditions. An analysis of event-related potentials (ERPs) revealed that greater conflict detection-related N2 and N400-like components over the anterior scalp appeared in novel conditions than in ordinary conditions, suggesting that people are able to rapidly monitor novel ideas. Afterward, the mean amplitudes of the LPC over the left anterior scalp were greater in novel & appropriate condition than ordinary & appropriate condition, but no difference was found between novel & appropriate and novel & inappropriate conditions, which likely displayed much more reactive control was recruited to handle novel ideas and no additional control was recruited when the novel ideas were inappropriate. In addition, the mean amplitudes of the LPC/LNC over the posterior scalp were greater in novel than ordinary conditions and were also greater in inappropriate than appropriate conditions, which likely reflected the processing difficulties of conceptual understanding. These findings revealed the early rise monitoring, conceptual understanding, and reactive control mechanism underlying the evaluation of novel ideas.

Tracking the effectiveness of creative ads with a computer mouse

This study aimed to explore the impact of creative advertising on consumers' purchase intention and attention. By calculating mouse trajectories in two tasks, we found that when advertising gained enough attention, creative advertising can attract more attention and reduce individuals' feelings of uncertainty when making purchase decisions.