Temporal and electroencephalography dynamics of surreal marketing

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 images. This was associated, behaviorally, with the manifestation of higher product curiosity and purchase intention. Based on previous research, the brain functions of this area include novelty, puzzle-solving, and cravings for reward caused by cognitive overload.