Emotional Responses to Visual Art and Commercial Stimuli: Implications for Creativity and Aesthetics

The role of the target language culture on Arabic learners' fondness for Arabic poetry

As an important carrier of culture, poetry plays a significant role in deepening language learners' understanding of the target language culture as well as enhancing their language skills; however, the effect of the target language culture on language learners' enjoyment of poetry remains unclear. The study served as an attempt to shed light on the point of whether the target language culture has different effects on high- and low-level Chinese Arabic learners' fondness for Arabic poetry with the use of pictures related to Arabic culture and those not related to Arabic culture. In the current study, 40 Arabic learners (20 high-level and 20 low-level) scored the Arabic poem line based on their fondness for it after viewing two kinds of picture with electroencephalogram (EEG) recording. Frontal alpha asymmetry index as a correlate of approach and avoidance related motivation measured by EEG power in the alpha band (8-13 Hz) was calculated for examining whether the behavioral results of Arabic learners' fondness for poetry are in line with the results of changes in the related EEG components. Behavioral results illustrated that low-level subjects showed significantly less liking for Arabic poetry after viewing pictures related to Arabic culture compared to those not related to Arabic culture. The high-level subjects did not show a significant difference in the level of liking for Arabic poetry between the two cases. FAA results demonstrated that low-level subjects presented a significant avoidance-related responses to Arabic poetry after viewing pictures related to Arabic culture in comparison to viewing pictures not related to Arabic culture; while the FAA values did not differ significantly between the two cases in high-level subjects, which is in line with behavioral results. The findings of this research can benefit teachers in motivating students to learn poetry in foreign language curriculum and also contribute to the literature on the effect of target language culture on language learners' enjoyment of poetry.

Stimulus Complexity Can Enhance Art Appreciation: Phenomenological and Psychophysiological Evidence for the Pleasure-Interest Model of Aesthetic Liking

We tested predictions deriving from the "Pleasure-Interest Model of Aesthetic Liking" (PIA Model), whereby aesthetic preferences arise from two fluency-based processes: an initial automatic, percept-driven default process and a subsequent perceiver-driven reflective process. One key trigger for reflective processing is stimulus complexity. Moreover, if meaning can be derived from such complexity, then this can engender increased interest and elevated liking. Experiment 1 involved graffiti street-art images, pre-normed to elicit low, moderate and high levels of interest. Subjective reports indicated a predicted enhancement in liking across increasing interest levels. Electroencephalography (EEG) recordings during image viewing revealed different patterns of alpha power in temporal brain regions across interest levels. Experiment 2 enforced a brief initial image-viewing stage and a subsequent reflective image-viewing stage. Differences in alpha power arose in most EEG channels between the initial and deliberative viewing stages. A linear increase in aesthetic liking was again seen across interest levels, with different patterns of alpha activity in temporal and occipital regions across these levels. Overall, the phenomenological data support the PIA Model, while the physiological data suggest that enhanced aesthetic liking might be associated with "flow-feelings" indexed by alpha activity in brain regions linked to visual attention and reducing distraction.

Ecological decoding of visual aesthetic preference with oscillatory electroencephalogram features-A mini-review

In today's digital information age, human exposure to visual artifacts has reached an unprecedented quasi-omnipresence. Some of these cultural artifacts are elevated to the status of artworks which indicates a special appreciation of these objects. For many persons, the perception of such artworks coincides with aesthetic experiences (AE) that can positively affect health and wellbeing. AEs are composed of complex cognitive and affective mental and physiological states. More profound scientific understanding of the neural dynamics behind AEs would allow the development of passive Brain-Computer-Interfaces (BCI) that offer personalized art presentation to improve AE without the necessity of explicit user feedback. However, previous empirical research in visual neuroaesthetics predominantly investigated functional Magnetic Resonance Imaging and Event-Related-Potentials correlates of AE in unnaturalistic laboratory conditions which might not be the best features for practical neuroaesthetic BCIs. Furthermore, AE has, until recently, largely been framed as the experience of beauty or pleasantness. Yet, these concepts do not encompass all types of AE. Thus, the scope of these concepts is too narrow to allow personalized and optimal art experience across individuals and cultures. This narrative mini-review summarizes the state-of-the-art in oscillatory Electroencephalography (EEG) based visual neuroaesthetics and paints a road map toward the development of ecologically valid neuroaesthetic passive BCI systems that could optimize AEs, as well as their beneficial consequences. We detail reported oscillatory EEG correlates of AEs, as well as machine learning approaches to classify AE. We also highlight current limitations in neuroaesthetics and suggest future directions to improve EEG decoding of AE.

A study on participatory experiences in cultural and tourism commercial spaces

Due to the uniqueness and interactivity of its scenario, the cultural and tourism commercial space consistently enriches and enhances the user experience while satisfying users' consumption and shopping. However, there is limited research on the participatory aspect of cultural tourism business spaces from the perspective of users. To this end, the present study investigates the participatory experience of cultural tourism commercial spaces by selecting 305 tourists who visited Huaihai Street in Suzhou for consumption and entertainment and quantifies the relationship between the public's flow experience, aesthetic judgments, and behavioral outcomes using a structural equation modeling approach. The results of the study confirm that aesthetic judgments and flow experiences positively impact behavioral outcomes and that flow experiences also affect aesthetic judgments and behavioral outcomes. These findings contribute to a better understanding of the significance of user participation in cultural tourism business spaces.

Michelangelo Effect in Virtual Sculpturing: Prospective for Motor Neurorehabilitation in the Metaverse

We investigated the Michelangelo effect, i.e. the facilitatory effect of a virtual art therapy in motor rehabilitation (Iosa et al. 2021), with a novel virtual reality paradigm in which users are engaged in motor exercises with 3D sculptures. In particular, thirty young adults were immersed in a virtual environment where they could sculpt, by using the real hands, some famous sculptures in the history of art, such as the David of Michelangelo, the Venus of Milo and the statue of Laocoon and His Sons, and their control stimuli, i.e. statues in very low resolution or cubes. We recorded the kinematics (length, the time to complete each trial, mean normalized jerk) and questionnaire answers (objective and subjective beauty, User Satisfaction Evaluation Questionnaire and Nasa Task Load Index). In general, we found that the perception of subjective and objective beauty was higher when sculpting the statues than control stimuli, the judgment of usability of the system was high. The perceived fatigue was not higher when sculpting the statues despite the longer time spent in completing the task that with respect to the control stimuli. Moreover, we found that the interaction with the experimental statues affected the fluidity and symmetry of hands movements. Finally, we discuss this evidence regarding the art therapy and neuroaesthetics principles for motor rehabilitation in the Metaverse with VR, including the possible role of virtual embodiment (illusory feeling to have a virtual body) for boosting the efficacy of the clinical applications.

The consumers' response to product design: a narrative review

This paper reviews the research ideas around consumer response to product design. From the product side, we discuss the most significant design features preferred by average consumers, such as aesthetics and utility. And from the consumer side, we investigate the human factors influencing consumer perceptions. We present the main approaches used to measure the consumer response to product design and summarize the multiple biases that occur during the evaluation. Finally, we present in detail the most commonly used methods to analyze consumer response data and their roles in the design evaluation context. Practitioner Summary: To answer the question: What causes differences in design response? We summarise the research findings related to product design features and human factors. We highlight the biases that can emerge from the measurement approach. And discuss the most common analysis methods used for product design response information.

Do you like it or not? Identifying preference using an electroencephalogram during the viewing of short videos

Accurately predicting whether a short video will be liked by viewers is a topic of interest to media researchers. This study used an electroencephalogram (EEG) to record neural activity in 109 participants as they watched short videos (16 clips per person) to see which neural signals reflected viewers' preferences. The results showed that, compared with the short videos they disliked, individuals would experience positive emotions [indexed by a higher theta power, lower (beta - theta)/(beta + theta) score], more relaxed states (indexed by a lower beta power), lower levels of mental engagement and alertness [indexed by a lower beta/(alpha + theta) score], and devote more attention (indexed by lower alpha/theta) when watching short videos they liked. We further used artificial neural networks to classify the neural signals of different preferences induced by short videos. The classification accuracy was the highest when using data from bands over the whole brain, which was 75.78%. These results may indicate the potential of EEG measurement to evaluate the subjective preferences of individuals for short videos.

Virtual and Reality: A Neurophysiological Pilot Study of the Sarcophagus of the Spouses

Art experience is not solely the observation of artistic objects, but great relevance is also placed on the environment in which the art experience takes place, often in museums and galleries. Interestingly, in the last few years, the introduction of some forms of virtual reality (VR) in museum contexts has been increasing. This has solicited enormous research interest in investigating any eventual differences between looking at the same artifact either in a real context (e.g. a museum) and in VR. To address such a target, a neuroaesthetic study was performed in which electroencephalography (EEG) and autonomic signals (heart rate and skin conductance) were recorded during the observation of the Etruscan artifact "Sarcophagus of the Spouses", both in the museum and in a VR reproduction. Results from EEG analysis showed a higher level of the Workload Index during observation in the museum compared to VR (p = 0.04), while the Approach-Withdrawal Index highlighted increased levels during the observation in VR compared to the observation in the museum (p = 0.03). Concerning autonomic indices, the museum elicited a higher Emotional Index response than the VR (p = 0.03). Overall, preliminary results suggest a higher engagement potential of the museum compared to VR, although VR could also favour higher embodiment than the museum.

An interpretable approach for automatic aesthetic assessment of remote sensing images

The increase of remote sensing images in recent decades has resulted in their use in non-scientific fields such as environmental protection, education, and art. In this situation, we need to focus on the aesthetic assessment of remote sensing, which has received little attention in research. While according to studies on human brain's attention mechanism, certain areas of an image can trigger visual stimuli during aesthetic evaluation. Inspired by this, we used convolutional neural network (CNN), a deep learning model resembling the human neural system, for image aesthetic assessment. So we propose an interpretable approach for automatic aesthetic assessment of remote sensing images. Firstly, we created the Remote Sensing Aesthetics Dataset (RSAD). We collected remote sensing images from Google Earth, designed the four evaluation criteria of remote sensing image aesthetic quality-color harmony, light and shadow, prominent theme, and visual balance-and then labeled the samples based on expert photographers' judgment on the four evaluation criteria. Secondly, we feed RSAD into the ResNet-18 architecture for training. Experimental results show that the proposed method can accurately identify visually pleasing remote sensing images. Finally, we provided a visual explanation of aesthetic assessment by adopting Gradient-weighted Class Activation Mapping (Grad-CAM) to highlight the important image area that influenced model's decision. Overall, this paper is the first to propose and realize automatic aesthetic assessment of remote sensing images, contributing to the non-scientific applications of remote sensing and demonstrating the interpretability of deep-learning based image aesthetic evaluation.

A Review of EEG and fMRI Measuring Aesthetic Processing in Visual User Experience Research

In human-computer interaction, the visual interaction of user experience (UX) and user interface (UI) plays an important role in enriching the quality of daily life. The purpose of our study analyzes the use of brain-computer interface (BCI), wearable technology, and functional magnetic resonance imaging (fMRI) to explore the aesthetic processing of visual neural response to UI and UX designs. Specifically, this review aims to understand neuroaesthetic processing knowledge, aesthetic appreciation models, and the ways in which visual brain studies can improve the quality of current and future UI and UX designs. Recent research has found that subjective evaluations of aesthetic appreciation produce different results for objective evaluations of brain research analysis. We applied SWOT analysis and examined the advantages and disadvantages of both evaluation methods. Furthermore, we conducted a traditional literature review on topics pertaining to the use of aesthetic processing knowledge in the visual interaction field in terms of art therapy, information visualization, website or mobile applications, and other interactive platforms. Our main research findings from current studies have helped and motivated researchers and designers to use convincing scientific knowledge of brain event-related potential, electroencephalography, and fMRI to understand aesthetic judgment. The key trend finds that many designers, artists, and engineers use artistic BCI technology in the visual interaction experience. Herein, the scientific methods applied in the aesthetic appreciation to human-computer interface are summarized, and the influence of the latest wearable brain technology on visual interaction design is discussed. Furthermore, current possible research entry points for aesthetics, usability, and creativity in UI and UX designs are explicated. The study results have implications for the visual user experience research domain as well as for interaction industries, which produce interactive projects to improve people's daily lives.

Electroencephalography Correlates of Well-Being Using a Low-Cost Wearable System

Electroencephalography (EEG) alpha asymmetry is thought to reflect crucial brain processes underlying executive control, motivation, and affect. It has been widely used in psychopathology and, more recently, in novel neuromodulation studies. However, inconsistencies remain in the field due to the lack of consensus in methodological approaches employed and the recurrent use of small samples. Wearable technologies ease the collection of large and diversified EEG datasets that better reflect the general population, allow longitudinal monitoring of individuals, and facilitate real-world experience sampling. We tested the feasibility of using a low-cost wearable headset to collect a relatively large EEG database (N = 230, 22-80 years old, 64.3% female), and an open-source automatic method to preprocess it. We then examined associations between well-being levels and the alpha center of gravity (CoG) as well as trait EEG asymmetries, in the frontal and temporoparietal (TP) areas. Robust linear regression models did not reveal an association between well-being and alpha (8-13 Hz) asymmetry in the frontal regions, nor with the CoG. However, well-being was associated with alpha asymmetry in the TP areas (i.e., corresponding to relatively less left than right TP cortical activity as well-being levels increased). This effect was driven by oscillatory activity in lower alpha frequencies (8-10.5 Hz), reinforcing the importance of dissociating sub-components of the alpha band when investigating alpha asymmetries. Age was correlated with both well-being and alpha asymmetry scores, but gender was not. Finally, EEG asymmetries in the other frequency bands were not associated with well-being, supporting the specific role of alpha asymmetries with the brain mechanisms underlying well-being levels. Interpretations, limitations, and recommendations for future studies are discussed. This paper presents novel methodological, experimental, and theoretical findings that help advance human neurophysiological monitoring techniques using wearable neurotechnologies and increase the feasibility of their implementation into real-world applications.

Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis

The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring consumer response to advertising stimuli have necessitated more objective and accurate tools from the fields of neuroscience and psychology for the study of consumer behavior, resulting in the creation of consumer neuroscience. This recent marketing sub-field stems from a wide range of disciplines and applies multiple types of techniques to diverse advertising subdomains (e.g., advertising constructs, media elements, or prediction strategies). Due to its complex nature and continuous growth, this area of research calls for a clear understanding of its evolution, current scope, and potential domains in the field of advertising. Thus, this current research is among the first to apply a bibliometric approach to clarify the main research streams analyzing advertising persuasion using neuroimaging. Particularly, this paper combines a comprehensive review with performance analysis tools of 203 papers published between 1986 and 2019 in outlets indexed by the ISI Web of Science database. Our findings describe the research tools, journals, and themes that are worth considering in future research. The current study also provides an agenda for future research and therefore constitutes a starting point for advertising academics and professionals intending to use neuroimaging techniques.

The Impact of Visual Art and High Affective Arousal on Heuristic Decision-Making in Consumers

In marketing, the use of visual-art-based designs on products or packaging crucially impacts consumers' decision-making when purchasing. While visual art in product packaging should be designed to induce consumer's favorable evaluations, it should not evoke excessive affective arousal, because this may lead to the depletion of consumer's cognitive resources. Thus, consumers may use heuristic decision-making and commit an inadvertent mistake while purchasing. Most existing studies on visual arts in marketing have focused on preference (i.e., affective valence) using subjective evaluations. To address this, we applied a neuroscientific measure, electroencephalogram (EEG) to increase experimental validity. Two successive tasks were designed to examine the effects of affective arousal and affective valence, evoked by visual artwork, on the consecutive cognitive decision-making. In task 1, to evaluate the effect of visual art, EEG of two independent groups of people was measured when they viewed abstract artwork. The abstract art of neoplasticism (AbNP) group (n = 20) was showing Mondrian's artwork, while the abstract art of expressionism (AbEX) group (n = 18) viewed Kandinsky's artwork. The neoplasticism movement strove to eliminate emotion in art and expressionism to express the feelings of the artist. Building on Gallese's embodied simulation theory, AbNP and AbEX artworks were expected to induce lower and higher affect, respectively. In task 2, we investigated how the induced affect differentially influenced a succeeding cognitive Stroop task. We anticipated that the AbEX group would deplete more cognitive resources than AbNP group, based on capacity limitation theory. Significantly stronger affect was induced in the AbEX group in task 1 than in the AbNP group, especially in affective arousal. In task 2, the AbEX group showed a faster reaction time and higher error rate in the Stroop task. According to our hypotheses, the higher affective arousal state of the AbEX group might deplete more cognitive resources during task 1 and result in poorer performance in task 2 because affect impacted their cognitive resources. This is the first study using neuroscientific measures to prove that high affective arousal induced by visual arts on packaging may induce heuristic decision-making in consumers, thereby advancing our understanding of neuromarketing.