Temporal and electroencephalography dynamics of surreal marketing

Wang, Regina W.Y.; Liu, I-Ning

doi:10.3389/fnins.2022.949008

Front. Neurosci.

2022

DOI: 10.3389/fnins.2022.949008

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Temporal and electroencephalography dynamics of surreal marketing

Regina W.Y. Wang

I-Ning Liu

Abstract: 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 imag… Show more

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Cited by 3 publications

References 98 publications

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Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda

Strzelecki,

Jaciow,

Wolny

2024

Int J Consumer Studies

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The aim of this study is to conduct a systematic review of the literature on consumer curiosity and its impact on consumer behavior. The “Scientific Procedures and Rationales for Systematic Literature Reviews” (SPAR‐4‐SLR) methodology and the “Theory, Context, Characteristics, and Methodology” (TCCM) framework were employed to analyze 122 papers published between 1992 and 2024. Articles were selected from the Web of Science database using key terms related to consumer curiosity. Consumer curiosity is a complex phenomenon that influences various aspects of consumer behavior, including purchase decisions, consumer engagement, and adaptation to new technologies. Curiosity serves as a significant moderator and mediator in consumer interactions with the market, especially in the context of new technologies such as AI and VR. The findings of this review indicate a growing interest in studying consumer curiosity in recent years, as reflected by the increasing number of publications. The practical implications of the analysis are significant for various stakeholders. Businesses can leverage these findings to develop more effective marketing strategies that engage consumers by stimulating their curiosity. Understanding how curiosity influences decision‐making can also aid in the development of innovative products and services that better meet consumers' unmet needs. Additionally, academic researchers can build on the theoretical frameworks related to consumer curiosity and design future research based on identified gaps. Finally, managers and marketing professionals can apply these insights to personalize shopping experiences and enhance consumer engagement, which can lead to increased brand loyalty and competitive advantage. This review emphasizes the need for further research on the role of curiosity in consumer behavior and its impact on product innovation and marketing strategies and provides recommendations for future research directions that could contribute to a deeper understanding of how curiosity shapes consumer interactions with brands and products.

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Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda

Strzelecki,

Jaciow,

Wolny

2024

Int J Consumer Studies

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Neurophysiological Characteristics of “Transferring” the Metaphorical Meaning of Images into Original Titles

2023

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Neurophysiological Characteristics of “Transferring” the Metaphorical Meaning of Images Into Original Titles

Nagornova,

Galkin,

Shemyakina

2023

Fiziologiâ čeloveka

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In the ERP study we aimed to find differences between creating titles for artistic images distinguishing by their meaning and stylistics. Thirty six adolescents (16 m; 20 f. Mean age: 15.9 ± 1.1 years) took part in two studies. Images from three categories – “cartoons”, “plot sketches”, “paintings” – full of metaphors and symbols were used as the stimuli. We considered creating titles for “cartoons” and “plot sketches” of modern artists as convergent creative task based on guessing of artists thought, at the same time the task – creating the titles for “paintings” was considered by us as more open and divergent creative task. During creating titles ERP’s amplitude for the “plot sketches” vs “cartoons” was higher in parietal-occipital and frontal, central, parietal areas on intervals 116–208 and 492–656 ms respectively. During creating titles for the paintings in the author’s style vs realistic paintings differences in ERP’s amplitude were found in occipital areas (152–264 ms), frontal and occipital areas bilateral (208–440 ms) and in frontal, temporal, central, parietal areas with maximum in the left hemisphere (544–600 ms). Late positive wave with different latency, was found in two studies – “plot sketches” vs “cartoons”(492–656 ms) and – “author’s style” vs realistic images (544–600 ms) and suggested to be connected with the extraction and analysis of the metaphorical meaning and symbols in the images for creating of the verbal interpretation (title). Only in performing a convergent creative task (closely related to the interpretation of the artist’s idea), finding the answer was accompanied by a smaller amplitude of late differences in the interval of 1300–1650 ms (more than 1500 ms before the moment when the answer was marked as have been found), while there were no significant differences between finding and not finding the answer in the second study. With the same task and in the conditions of finding/not finding the answer, we assumed that in the first study a process of comparing one’s own ideas with a certain desired (laid down by the author) meaning, that was expressed more strongly than in the second study, was needed.

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Temporal and electroencephalography dynamics of surreal marketing

Cited by 3 publications

References 98 publications

Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda

Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda

Neurophysiological Characteristics of “Transferring” the Metaphorical Meaning of Images into Original Titles

Neurophysiological Characteristics of “Transferring” the Metaphorical Meaning of Images Into Original Titles

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