Neural Pathway of Renovative and Innovative Products Appreciation

Amygdala-frontoparietal effective connectivity in creativity and humor processing

Although both creativity and humor elicit experiences of surprise followed by appreciation, it remains unknown whether shared or distinct patterns of effective connectivity are involved in their processing. The present fMRI study used dynamic causal modeling and parametrical empirical Bayes analysis to examine the effective connectivity between the amygdala and frontoparietal network during two-stage creativity and humor processing. We examined processing during the setup and punch line stages for creativity and humor, including typical forms (alternate uses for creativity and incongruity-resolution humor), atypical forms (aesthetic uses for creativity and nonsense humor), and baseline forms. Our focus was on the mesolimbic pathway during the punch line stage. We found that the amygdala plays a key role in expectation violation and appreciation. Broadly, amygdala-to-IFG connectivity was important for evaluating typical and atypical forms of both creativity and humor, while amygdala-to-precuneus connectivity was involved in evaluating typical forms. Amygdala-to-IFG connectivity was involved in the expectation violation to resolution stage of processing for typical and atypical forms of creativity and humor. Amygdala-to-precuneus connectivity was involved in processing the novelty and usefulness of typical forms of creativity (alternate uses) and understanding others' intentions in typical forms of humor (incongruity-resolution). Interestingly, VTA-to-amygdala connectivity was involved in processing the appreciation of both typical (incongruity-resolution humor) and atypical (nonsense humor) forms of humor while amygdala-to-VTA connectivity was involved in processing the appreciation of atypical (aesthetic uses) forms of creativity. Altogether, these findings suggest that the amygdala and frontoparietal circuitry are critical for creativity and humor processing.

Elucidating the nature of linguistic processing in insight

The relationship between language and thinking has long been a matter of debate and a research focus in studies on thinking and problem solving, including creativity. Previous behavioral studies have found that verbalization of one's internal thoughts does not participate in or even interfere with the creative insight process, thus suggesting that insight may take place nonverbally. In contrast to this hypothesis, the present study proposes a new one. That is, given that the basic categories or fundamental functions of key concepts or objects are critically changed or expanded during insightful thinking, the linguistic processing accompanying insight can be reflected as category-related representation and recategorization processes, which can be critically mediated by the posterior middle temporal gyrus and the angular gyrus (pMTG/AG). Using constraint-relaxation insight riddles as materials in a guided-insight experimental design with external hints to trigger the insightful representational change, this preliminary neuroimaging study of 11 participants found the involvement of pMTG/AG during moments of induced insight, but did not find the activation of left ventral frontal areas which are typically involved in verbalizing of one's internal thoughts. Although this observation still cannot exclude the possibility of internal verbalization in insightful restructuring, it implies that linguistic processing in insight may take the more fundamental form of category-related processing.

In search of the emotional experience of innovative products across categories

Although the innovative designs deliver, superior customer value has long been noted. However, the emotional experience of innovative products brings remains mostly unknown. This work focuses on two kinds of innovative products: function innovation (FI) and design innovation (DI), to uncover the mystery of the emotional experience, these two types of innovative designs bring. Participants in Study 1 were required to subjectively report their practical, emotional experience of the two kinds of innovative designs. The result showed that the emotional experience of innovation products might be a mixture of emotionality. Also, FI and DI products may cause different emotional experiences performance. Multidimensional scaling was employed in Study 2 to simplify the dimensions of these reported emotions to investigate the difference of emotion dimensions distribution that FI and DI brings. The results showed that DI products mainly reflected strong arouse than FI in positive emotions. However, DI product brings more negative emotions than positive emotions. Whereas, FI product did not show the quantitative differences between positive and negative emotions. In Study 3, the difference between FI and DI in emotion intensity was investigated, and the result indicates that both FI and DI products can bring high-intensity positive emotion. However, the DI brings higher intensity negative emotion and lower intensity positive emotion than FI. These studies demonstrate the first direct evidence of the essence of the difference between FI and DI emotion experience and suggest possible guidance for consumers to avoid the effect of the emotions when choosing innovative products.