Exploring the Experience of Novelty When Viewing Creative Adverts: An ERP Study

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.

Cognitive control of invalid predominant ideas in insight-like problem solving

Predominant ordinary ideas are insufficient for solving insight-like problems; they interfere with subordinate original ideas and can produce a mental impasse. However, how people monitor and control invalid predominant ideas remains largely unknown. In the current study, participants were asked to solve a sequence of several similar practice problems that had the same solution to strengthen a predominant idea; the participants were then presented with an insight-like test problem that could not be solved by the predominant idea. The results showed that if the test problem was similar to the practice problems in which the predominant idea could typically be applied, it elicited greater late sustained potential (LSP) over the whole brain but no conflict-related N2 or N400 components, which suggests that the participants did not experience cognitive conflict and continued to verify the predominant but currently invalid idea. When the test problem differed from the practice problems, the items that participants reported trying to solve elicited greater N2-N400 and LSP over the whole brain, which suggests that the participants experienced cognitive conflict and exerted more reactive control over the invalid predominant idea; in contrast, the items that participants reported thinking about how to solve did not evoke greater conflict-related N2-N400 components and evoked even lower LSP, which likely indicates an ineffective state. These findings demonstrate three kinds of cognitive control toward invalid predominant ideas in situations where they are typically and not typically applied and provide empirical evidence of a mental impasse in insight-like problem-solving behaviors.

Long-Latency Event-Related Potentials (300-1000 ms) of the Visual Insight

The line of insight research methods that have high temporal and surface resolution is not large—these are EEGs, EPs, and fMRI, as well as their combinations and various options for assessing temporal events of random understanding. The objective of this research was to study the classification of insight for visual illusory images consisting of several objects simultaneously according to the analysis of early, middle, late, and ultra-late components (up to 1000 ms) of event-related potentials (ERPs). ERP research on 42 healthy subjects (men) aged 20–28 years was performed. The stimuli were a line of visual images with an incomplete set of signs, as well as images-illusions, which, with different perceptions, represent different images. The results showed the similarity of the tests to correct recognition of fragments of unrecognition and double images. At the intermediate stage of perception (100–200 ms), in both cases, the activity of the central and frontal cortex decreased, mainly in the left hemisphere. At the later stages of information processing (300–500 ms), the temporal-parietal and occipital brain parts on the right were activated, with the difference that when double objects were perceived, this process expanded to 700–800 ms with the activation of the central and occipital fields of the right hemisphere. Outcomes allowed discussing two possible options for actualizing the mechanisms of long-term memory that ensure the formation of insight—the simultaneous perception of images as part of an illusion. The first of them is associated with the inhibition of the frontal cortex at the stage of synthesis of information flows, with the subsequent activation of the occipital brain parts. The second variant is traditional and manifests itself in the activation of the frontal brain areas, with the subsequent excitation of all brain fields by the mechanisms of exhaustive search.

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.

The dynamic monitoring and control mechanism in problem solving: Evidence from theta and alpha oscillations

Although both originality and value are considered necessary criteria to identify creative ideas, little is known about how original and valuable ideas are generated in the human brain. To reveal how people monitor and control ongoing processing in the pursuit of original and valuable ideas, high-density electroencephalography (EEG) was used to record electrophysiological signals when participants were performing chunk decomposition tasks via novel-appropriate, novel-inappropriate, ordinary-appropriate and ordinary-inappropriate pathways. The results showed that approximately 100 ms after the problem was presented, novel pathways showed increased theta synchronization in the frontal sites compared to ordinary pathways. Novel pathways were associated with increased alpha desynchronization over the entire brain scale. These theta and alpha oscillations likely indicated rapid monitoring and effective control of novel processing in thinking. In the latter stages of problem solving, particularly during the 2000-2600-ms intervals, increased theta synchronization with decreased alpha desynchronization was found between novel-inappropriate and novel-appropriate pathways, which likely indicated slow monitoring and less control of inappropriate processing in novel thinking. The findings demonstrated the dynamic monitoring and control mechanism in the pursuit of original and valuable ideas.

Quantifying the roles of conscious and unconscious processing in insight-related memory effectiveness within standard and creative advertising

To maximize marketing effectiveness, many conscious and unconscious elements are simultaneously employed within campaign advertising. However, little is known about the individual contributions that conscious and unconscious processes make to the cognitive effectiveness of creative advertisements, some of which may also induce insight experiences. To quantify the roles of conscious and unconscious processes in memory effectiveness within commercial advertising, a dual-process, signal-detection technique was adopted to separate the contributions of conscious recollection and unconscious discrimination induced by 80 printed advertisements, among which half were considered standard and the other half creative. A total of 51 participants completed immediate (5 min later) and delayed (3 days later) memory recognition tests. In contrast to standard advertising, creative advertising was found to enhance recognition and to demonstrate advantages in both conscious and unconscious memory, which decreased across the test-time intervals. Further analyses showed that a moment of insight induced by an advertisement, regardless of whether it is standard or creative, can consolidate unconscious memory, whereas advertisements that do not induce insight improve conscious memory. The implications of these findings are discussed.

When old information is intermixed with new elements: An event-related potential study

Previous research has focused on the event-related potential of the old/new effect, but the mechanism for cognitive conflict and subsequent integration processing both induced by intermixed (old and new) stimuli have not been widely researched. This paper describes the effect of familiar stimuli mixed with new information and presented as intermixed stimuli. Three conditions were set within a study-test paradigm incorporating old, new, and intermixed conditions. The intermixed condition resulted in the lowest accuracy, thereby implying the greatest old/new effect. Moreover, compared with the old condition, the intermixed condition elicited a greater N270 as well as a stronger N400, while the new condition only induced a stronger N270. These results elucidate that when new information is intermixed with old information, the old/new effect is more pronounced, indicating that intermixed stimuli are possibly more difficult to integrate than old and new stimuli.

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) 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.

The effects of emotional valence on insight problem solving in global-local processing: An ERP study

Recently, some studies have reported that the joint effects of different processing types and emotions can lead to different task outcomes, but it remains unclear how they affect insight problem solving. In this study, we used event-related potentials (ERP) to examine the joint effect and neural mechanism of processing type and emotional valence on insight problem solving. Behavioural results found that, compared to positive emotion, negative emotion promoted insight problem solving in the global processing condition. In contrast, in the local processing condition, positive emotion promoted insight problem solving compared to negative emotion. ERP results further found that local processing elicited larger N1 compared with global processing, indicating more focused visual processing. Importantly, negative emotion in global processing and positive emotion in local processing elicited more negative N450 amplitudes and N600-1200 amplitudes. The findings suggest that negative emotion in global processing and positive emotion in local processing facilitated insight problem solving by promoting the breaking of mental impasses and forming novel associations. The findings contribute to a new understanding of the relationship between emotional valence and insight problem solving.

Use a Spoon as a Spade?: Changes in the Upper and Lower Alpha Bands in Evaluating Alternate Object Use

Previous electrophysiological research on human creative cognition has related creative ideation to increased activity in the alpha band, an effect which mainly reflects increased general attentional demands. Research on alpha unrelated to creativity has revealed different functional roles of the upper (semantic processes) and lower (attentional processes) alpha sub-bands. At the same time, the need to dissect creative thinking into specific cognitive operations, such as, semantic processing, re-representation, or conceptual expansion has become evident. The main aim of the reported study was to test whether increased semantic processing demands linked to creating conceptual re-representations of objects required for evaluating alternate uses modulate activity in the upper and/or lower alpha sub-bands. For this purpose, we performed an alternate use evaluation task (AUeT), in which participants saw word pairs representing common uses, alternate uses, and unrelated word pairs, and evaluated whether a given use was common or uncommon (question 1), and how usable it was (question 2). Such an approach allowed us to examine the time-course of semantic processing involved in evaluating alternate uses. Additionally, the results could be contrasted with event-related potential (ERP) studies on creative language and semantic processing. We assumed that demands related to access and integration of semantic information needed to create a re-representation of objects (alternate uses) would be larger than in the case of common uses, which do not require creating a re-representation. This should be reflected in more activity in the alpha band in response to alternate than common uses, which was observed in the analysis of the upper alpha band over parieto-occipital sites. In the lower alpha band, more activity over the left than right anterior sites was observed for alternate uses, which might reflect increased attentional demands. Additionally, in the ERP analysis, alternate uses evoked larger N400 (400–500 ms) amplitudes than common uses, a pattern that extended to later time windows (500–1,000 ms). Overall, the results indicate increased semantic processing demands in alternate use evaluation, possibly linked to the creation of conceptual re-representations.