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

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

The electrophysiological correlates of experiencing novelty in creative advertising were studied in 28 healthy subjects using event-related potentials. Participants viewed images that were difficult to interpret until a description was presented providing either a creative description (CD) featuring...

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Bibliographic Details
Main Authors: Shujin Zhou, Yue Yin, Tingting Yu, Edward J. N. Stupple, Junlong Luo
Format: Article
Language:English
Published: Frontiers Media S.A. 2018-04-01
Series:Frontiers in Psychology
Subjects:
creative advertising
novelty
ERPs
N2
N400
Online Access:http://journal.frontiersin.org/article/10.3389/fpsyg.2018.00471/full

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