Temporal and electroencephalography dynamics of surreal marketing
Event-related spectral perturbation analysis was employed in this study to explore whether surreal image designs containing metaphors could influence product marketing effects, including consumers’ product curiosity, product comprehension, product preference, and purchase intention. A total of 30 he...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-10-01
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| Series: | Frontiers in Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fnins.2022.949008/full |
| _version_ | 1828310511642476544 |
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| author | Regina W. Y. Wang Regina W. Y. Wang I-Ning Liu I-Ning Liu |
| author_facet | Regina W. Y. Wang Regina W. Y. Wang I-Ning Liu I-Ning Liu |
| author_sort | Regina W. Y. Wang |
| collection | DOAJ |
| description | Event-related spectral perturbation analysis was employed in this study to explore whether surreal image designs containing metaphors could influence product marketing effects, including consumers’ product curiosity, product comprehension, product preference, and purchase intention. A total of 30 healthy participants aged 21–30 years were recruited. Neurophysiological findings revealed that lower gamma, beta, and theta spectral powers were evoked in the right insula (Brodmann Area 13) by surreal marketing images. This was associated, behaviorally, with the manifestation of higher product curiosity and purchase intention. Based on previous research, the brain functions of this area include novelty, puzzle-solving, and cravings for reward caused by cognitive overload. |
| first_indexed | 2024-04-13T15:45:02Z |
| format | Article |
| id | doaj.art-180818a55a8442fea27d9f6977ac26d9 |
| institution | Directory Open Access Journal |
| issn | 1662-453X |
| language | English |
| last_indexed | 2024-04-13T15:45:02Z |
| publishDate | 2022-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Neuroscience |
| spelling | doaj.art-180818a55a8442fea27d9f6977ac26d92022-12-22T02:41:00ZengFrontiers Media S.A.Frontiers in Neuroscience1662-453X2022-10-011610.3389/fnins.2022.949008949008Temporal and electroencephalography dynamics of surreal marketingRegina W. Y. Wang0Regina W. Y. Wang1I-Ning Liu2I-Ning Liu3Department of Design, National Taiwan University of Science and Technology, Taipei City, TaiwanDesign Perceptual Awareness Laboratory, Taiwan Building Technology Center, National Taiwan University of Science and Technology, Taipei City, TaiwanDepartment of Design, National Taiwan University of Science and Technology, Taipei City, TaiwanDesign Perceptual Awareness Laboratory, Taiwan Building Technology Center, National Taiwan University of Science and Technology, Taipei City, TaiwanEvent-related spectral perturbation analysis was employed in this study to explore whether surreal image designs containing metaphors could influence product marketing effects, including consumers’ product curiosity, product comprehension, product preference, and purchase intention. A total of 30 healthy participants aged 21–30 years were recruited. Neurophysiological findings revealed that lower gamma, beta, and theta spectral powers were evoked in the right insula (Brodmann Area 13) by surreal marketing images. This was associated, behaviorally, with the manifestation of higher product curiosity and purchase intention. Based on previous research, the brain functions of this area include novelty, puzzle-solving, and cravings for reward caused by cognitive overload.https://www.frontiersin.org/articles/10.3389/fnins.2022.949008/fullvisual languagemetaphorcuriositypurchase intentionevent-related spectral perturbation (ERSP) |
| spellingShingle | Regina W. Y. Wang Regina W. Y. Wang I-Ning Liu I-Ning Liu Temporal and electroencephalography dynamics of surreal marketing Frontiers in Neuroscience visual language metaphor curiosity purchase intention event-related spectral perturbation (ERSP) |
| title | Temporal and electroencephalography dynamics of surreal marketing |
| title_full | Temporal and electroencephalography dynamics of surreal marketing |
| title_fullStr | Temporal and electroencephalography dynamics of surreal marketing |
| title_full_unstemmed | Temporal and electroencephalography dynamics of surreal marketing |
| title_short | Temporal and electroencephalography dynamics of surreal marketing |
| title_sort | temporal and electroencephalography dynamics of surreal marketing |
| topic | visual language metaphor curiosity purchase intention event-related spectral perturbation (ERSP) |
| url | https://www.frontiersin.org/articles/10.3389/fnins.2022.949008/full |
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