A Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising : EEG Evidence
Cao, S., Wang, Y., Wang, H., Chen, H., Zhang, G., & Kritikos, A. (2020). A Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising : EEG Evidence. Advances in Cognitive Psychology, 16(1), 1-12. https://doi.org/10.5709/acp-0279-z
Published inAdvances in Cognitive Psychology
© Authors, 2020
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. ...
PublisherUniversity of Economics and Human Sciences in Warsaw
Publication in research information system
MetadataShow full item record
Additional information about fundingThis work was supported by the National Social Science Foundation of China under Grant Number 19BYY088.
Showing items with similar title or keywords.
Representations of “female Asian look” in Advertising : Young Chinese Women’s Responses to Fashion and Beauty Advertisements Targeting Chinese Market Rong, Haoyi (2020)This study was inspired by two advertisement series targeting the Chinese market, Dolce&Gabbana’s “Eating with chopsticks” campaign videos, and Zara’s makeup posters of a new released lipstick series. Having these two ...
Hemispheric dominance of metaphor processing for Chinese-English bilinguals : DVF and ERPs evidence Zhu, Xichu; Chen, Hongjun; Otieno, Susannah C.S.A.; Cong, Fengyu; Leppänen, Paavo H.T. (Elsevier, 2022)This study investigated whether metaphors are predominantly processed in the right or left hemisphere when using Chinese and English metaphors in Chinese bilingual speakers. The role of familiarity in processing of ...
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness Sundermann, Gerrit; Munnukka, Juha (SAGE Publications, 2022)Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing ...
Hiirsalmi, Sami (2020)Yritykset ja markkinoijat mittaavat markkinointitoimenpiteitänsä online- kanavissa päivittäin. Samanaikaisesti, toimiala on nuori ja empiiristä tutkimusta online-markkinoinnin vaikutuksista kuluttajien päätöksiin on vähän. ...
Editorial : Visual mismatch negativity (vMMN) : A unique tool in investigating automatic processing Astikainen, Piia; Kreegipuu, Kairi; Czigler, István (Frontiers Media SA, 2022)