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dc.contributor.authorCao, Shuo
dc.contributor.authorWang, Yanzhang
dc.contributor.authorWang, Huili
dc.contributor.authorChen, Hongjun
dc.contributor.authorZhang, Guanghui
dc.contributor.authorKritikos, Ada
dc.date.accessioned2020-05-18T08:14:00Z
dc.date.available2020-05-18T08:14:00Z
dc.date.issued2020
dc.identifier.citationCao, 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. <i>Advances in Cognitive Psychology</i>, <i>16</i>(1), 1-12. <a href="https://doi.org/10.5709/acp-0279-z" target="_blank">https://doi.org/10.5709/acp-0279-z</a>
dc.identifier.otherCONVID_35394671
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/69007
dc.description.abstractUsing 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.en
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherUniversity of Economics and Human Sciences in Warsaw
dc.relation.ispartofseriesAdvances in Cognitive Psychology
dc.rightsCC BY-NC-ND 4.0
dc.subject.othertarget-source matching
dc.subject.otheradvertising pictorial metaphor
dc.titleA Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising : EEG Evidence
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202005183261
dc.contributor.laitosInformaatioteknologian tiedekuntafi
dc.contributor.laitosFaculty of Information Technologyen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange1-12
dc.relation.issn1895-1171
dc.relation.numberinseries1
dc.relation.volume16
dc.type.versionpublishedVersion
dc.rights.copyright© Authors, 2020
dc.rights.accesslevelopenAccessfi
dc.subject.ysohavaintopsykologia
dc.subject.ysomainonta
dc.subject.ysonäköhavainnot
dc.subject.ysometaforat
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p4033
jyx.subject.urihttp://www.yso.fi/onto/yso/p1232
jyx.subject.urihttp://www.yso.fi/onto/yso/p18975
jyx.subject.urihttp://www.yso.fi/onto/yso/p3517
dc.rights.urlhttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.relation.doi10.5709/acp-0279-z
jyx.fundinginformationThis work was supported by the National Social Science Foundation of China under Grant Number 19BYY088.
dc.type.okmA1


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