Conceptual Closure Elicited by Event Boundary Transitions Affects Commercial Communication Effectiveness.

While our experience of the world may appear continuous, recent evidence suggests that our experience is automatically segmented and encoded into long-term memory as a set of discrete events. Event segmentation is an important process in long-term memory encoding with evidence pointing to experiences occurring around event boundaries being better recognized subsequently. Neuroimaging studies have shown increased activity in the hippocampus and other nodes of the default mode network (DMN) when encountering an event boundary. We have previously demonstrated that the steady state topography (SST) measure of brain activity at a left inferior frontal scalp sites is correlated with the strength of long-term memory encoding. More recently, we have noted that event boundaries occurring in naturalistic stimuli such as television advertising trigger a transient drop in activity at the inferior frontal scalp sites, an effect we have termed Conceptual Closure. In this study, SST measures of brain activity were recorded in 50 male participants as they viewed a first-person journey through a 10-room virtual art gallery. We hypothesized that the transition from one room to another would serve as an event boundary which would triggers increased hippocampal and DMN activity while correspondingly decreasing activity in task positive networks in the vicinity of the inferior frontal cortex thus eliciting Conceptual Closure. A permutation test confirmed the hypothesis in that the appearance of the door between gallery rooms was associated with Conceptual Closure in that we observed a significant drop in brain activity at the left hemisphere inferior frontal scalp site at this point in time. Finally, we illustrate the real-world impact of Conceptual Closure by considering the commercial effectiveness of a television advertisement that exhibited Conceptual Closure at points of branding. The television advertisement was broadcast before and after it was re-edited to minimize Conceptual Closure at the time the advertising brand was being featured. Minimizing Conceptual Closure at the time of branding and key message was associated with significant increased commercial effectiveness of the advertisement.

Gender differences in parieto-frontal brain functional connectivity correlates of creativity.

INTRODUCTION: Creativity is a complex construct that lies at the core of what has made human civilizations possible. One frequently used measure of creativity is the Abbreviated Torrance Test for Adults that yields an overall creativity score. In this study, we examine the relationship between the task-related differences in brain functional connectivity and the creativity score in a male and female group of participants. METHODS: Brain functional connectivity was estimated from the steady-state visual evoked potential (SSVEP) event-related partial coherence in a group of 27 females and 27 males while they performed a low-demand visual vigilance task and the A-X version of the Continuous Performance Task. Task-related differences in brain functional connectivity (ΔFC) were correlated with the creativity score separately in the female and male groups. RESULTS: We found that the creativity score was correlated with a parieto-frontal ΔFC component for both the female and male groups. However, significant gender differences were observed in both the timing and the laterality of the parietal component. Females exhibited a left parietal to bilateral frontal ΔFC component correlated with creativity score and this peaked on the appearance of a target in both tasks. By contrast, males demonstrated a right parietal to bilateral frontal ΔFC component correlated with creativity score which peaked on the appearance of the letter following the targets. CONCLUSION: These findings are discussed in the context of the role of the Default Mode Network in creativity, and the role of gender-related differences in cortical networks that mediate creativity.

Measuring emotion in advertising research: prefrontal brain activity.

With the current interest in the role of emotion in advertising and advertising research, there has been an increasing interest in the use of various brain activity measures to access nonverbal emotional responses. One such approach relies on measuring the difference between left and right hemisphere prefrontal cortical activity to assess like and dislike. This approach is based on electroencephalography (EEG) and neuroimaging work, suggesting that the approach/withdrawal (frequently but not always associated with like/dislike) dimension of emotion is indicated by the balance of activity between the left and right prefrontal cortex. Much of this work was initiated by Richard Davidson in the early 1990s. An early study by Davidson et al. measured brain electrical activity to assess patterns of activation during the experience of happiness and disgust. The authors reported that disgust was found to be associated with increased right-sided activation in the frontal and anterior temporal regions compared with happiness. In contrast, happiness was found to be accompanied by left-sided activation in the anterior temporal region compared with disgust. Early reports suggested that frontal laterality indexes motivational valence with positive emotions (happy, like) associated with left greater than the right frontal activity and vice versa. Although these findings appear to be consistent with personality traits (e.g., optimism pessimism), state changes in frontal laterality appears to index approach withdraw rather than emotional valence. Interestingly, the behavioral and motivational correlates of prefrontal asymmetric activity are not restricted to humans or even primates but have been observed in numerous species such as birds and fish (see [4]). Henceforth, we use the term motivational valence (MV) rather than the more cumbersome term approach withdraw.