The N1-N2-LPC Pattern in Processing Advertising Pictorial Metaphors: An ERP Study

Falling into the trap: A study of the cognitive neural mechanisms of immediate rewards impact on consumer attitudes toward forwarding perk advertisements

In the context of digital marketing, consumers often express aversion to perk advertisements yet find it challenging to resist the temptation and forward it, resulting in inconsistent attitudes and behaviors. This study, based on the Associative Propositional Evaluation model and the Confirmation Bias theory, utilizes event-related potential experiments to identify the interactive impacts of immediate rewards and information diagnosticity in advertisements on consumer attitude change in specific contexts. The research findings indicate that when rewards were present, information diagnosticity positively influences attitude change and the willingness to forward. However, when rewards were absent, the impact of information diagnosticity on attitude change and the willingness to forward is not significant, and neuroscientific evidence supports these findings. Theoretically, this study extends the research perspective on attitude change in online advertising contexts and broadens the application of the Associative Propositional Evaluation model in the field of consumer attitude change towards advertisements. In practice, this research holds significant guiding value for constraining platform manipulation of consumer cognitive behaviors, guiding the healthy development of platform economics, and promoting digital technology ethics.

Matching different-structured advertising pictorial metaphors with verbalization forms: incongruity-based evoked response potentials evidence

Many studies emphasize the need of verbally representing pictorial metaphors, but few have empirically investigated whether and how the particular verbalization form match different types of pictorial metaphors. Using evoked response potentials (ERP), a 3 (pictorial structure: fusion, juxtaposition, literal image) × 2 [verbalization form: A(is) B, A(is like) B] within-group experiment was conducted among 36 participants. ERPs were time-locked to the onset of the verb [/(is/is like)] of the metaphor sentence that follows a pictorial metaphor to detect the verbo-pictorial incongruity in metaphor comprehension. The incongruity-based ERP analysis showed that pictorial metaphors, when verbalized in two forms, all induced frontal N1 effect, regardless of pictorial structures, only with a larger N1 amplitude for literal images in "A(is) B." A central stronger P2 was observed in "A(is like) B" for three structures. Despite a general elicitation of posterior P3 in all conditions, a larger P3 was found for juxtapositions verbalized in "A(is like) B" and for literal images verbalized in "A(is) B." There was no significant difference between two verbalization forms for fusion-structured pictorial metaphors. These findings suggest: (1) verbo-pictorial metaphors could induce incongruity-based attention; (2) higher verbo-pictorial semantic congruity and relatedness, indexed by stronger P2 and P3, confirmed "A(is like) B" to be the more effective verbalization form in representing pictorial metaphors, specifically for juxtaposition-structured pictorial metaphors; (3) for non-metaphor advertising pictures, verbal metaphor showed an interference effect. The study not only reveals the neuro-cognitive mechanism of processing verbo-pictorial metaphors, but also offers neural reference for the design of effective multi-modal metaphor by finding an optimal match between PMs and verbalization forms.

Which is better for concept visualization? Shape or spirit similarity: Evidence from event-related potentials

Shape and spirit similarity are two kinds of common artistic modes in concept visualization. The adoption depends on the designers' subjective preference and judgment, which may cause potential risks for semantic communication. This article used pairs of real image-concrete word as the roots, and contrasted four kinds of multimodal mappings such as shape similarity-concrete concept, shape similarity-abstract concept, spirit similarity-concrete concept, and spirit similarity-abstract concept to compare the matching difference through the S1(picture)-S2(word) paradigm. The behavioral results showed that shape similarity had advantages in both matching rate and reaction time over spirit similarity, but the difference was more significant to the concrete word than to the abstract word. The ERPs showed that the N1, P2, and N400 components had alike effects with the behavioral results, but the mappings of spirit similarity-concrete concept elicited the largest positivity of P600, suggesting the complicated mechanisms of semantic integration and concreteness effect in the multimodal mappings. This study proves that the concrete concept should be visualized according to its appearance, not the most striking feature or function; but the visulization of abstract concept shows less difference after a concreteness transition.

A Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising: EEG Evidence

Using evoked response potentials, we investigated the implicit detection of incongruity during target-source matching in pictorial metaphors of Chinese advertising. Participants saw an image of a product (the target in a visual metaphorical relationship), and then made a same-different judgment in response to a second image (the source in a visual metaphorical relationship) which was (in)congruous to the first image in terms of shape and/or function. We collected behavioral (button-press reaction time and accuracy), and neural (N270, delta and theta band activity) measures. The time-frequency analysis showed faster processing of incongruous visual information. Moreover, shape and conceptual incongruity were associated with increased N270 amplitude as well as delta (1-3 Hz) and theta (4-8 Hz) band power. Noticeably, compared with conceptual incongruity, shape incongruity evoked a larger N270 amplitude and stronger delta and theta band oscillation. In addition, the average topographical analysis revealed a frontal and central distribution of the power activity. The analysis of attitudes towards the advertising metaphor pictures also proved the supportive role played by incongruity. In conclusion, incongruity facilitates target-source matching in pictorial metaphors of Chinese advertising. The findings obtained from the study are important to metaphor designs of advertising pictures.