After Newman and Twieg and others, we used a fast event-related functional magnetic resonance imaging (fMRI) design and contrasted the lexical processing of pseudowords and real words. Participants carried out an auditory lexical decision task on a list of randomly intermixed real and pseudo Chinese two-character (or two-syllable) words. The pseudowords were constructed by recombining constituent characters of the real words to control for sublexical code properties. Processing of pseudowords and real words activated a highly comparable network of brain regions, including bilateral inferior frontal gyrus, superior, middle temporal gyrus, calcarine and lingual gyrus, and left supramarginal gyrus. Mirroring a behavioral lexical effect, left inferior frontal gyrus (IFG) was significantly more activated for pseudowords than for real words. This result disconfirms a popular view that this area plays a role in grapheme-to-phoneme conversion, as such a conversion process was unnecessary in our task with auditory stimulus presentation. An alternative view was supported that attributes increased activity in left IFG for pseudowords to general processes in decision making, specifically in making positive versus negative responses. Activation in left supramarginal gyrus was of a much larger volume for real words than for pseudowords, suggesting a role of this region in the representation of phonological or semantic information for two-character Chinese words at the lexical level.

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Using event-related potential measures, the present study investigated the affective responses to aesthetic experience. To differentiate the objective aesthetic value from subjective aesthetic evaluation, an amended oddball task was used in which pendant pictures were presented as frequent nontarget stimuli, whereas the landscape pictures were presented as a rare target. The pendant pictures were chosen from the largest online store in China and divided into beautiful and less beautiful conditions by the sales ranking. A positive component, P2, was recorded for each condition on the participants' frontal, central and parietal scalp areas. Less beautiful pendants elicited greater amplitudes of P2 than the beautiful ones. This indicates that emotion arousal seems to occur at the early stage of processing of aesthetics and can be detected by the P2 component, implying that the event-related potential methodology may be a more sensitive measure of the beauty-related attention bias. From the perspective of artwork design and marketing, our finding also shows that P2 can potentially be used as a reference measure in consumer aesthetic experience.

The aim of this study is to investigate the neural mechanism of extending a brand in a specific product category to other product categories. Facing two sequential stimuli in pairs consisting of beverage brand names (stimulus 1) and product names (stimulus 2) in other categories, 16 participants were asked to indicate the suitability of extending the brand in stimulus 1 to the product category in stimulus 2. These stimulus pairs were divided into four conditions depending on the product category in stimulus 2: beverage, snack, clothing, and household appliance. A negative component, N270, was recorded for each condition on the participants' scalps,whereas the maximum amplitude was observed at the frontal area. Greater N270 amplitude was observed when participants were presented with stronger conflict between the brand product category (stimulus 1) and the extension category (stimulus 2). It suggests that N270 can be evoked not only by a conflict of physical attributes (different shapes of words of brand and product names) but also by that of lexical content. From the marketing perspective, N270 can be potentially used as a reference measure in brand-extension attempts.