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Towards a neural model of creative evaluation in advertising: an electrophysiological study
Although it is increasingly recognized that evaluation is a key phase for a two-fold creativity model, the neural model is not yet well understood. To this end, we constructed a theoretical model of creative evaluation and supported it with neural evidence through event-related potentials (ERPs) tec...
| Autores principales: | , , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Nature Publishing Group UK
2020
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7738497/ https://www.ncbi.nlm.nih.gov/pubmed/33319861 http://dx.doi.org/10.1038/s41598-020-79044-0 |