Conceptual Closure Elicited by Event Boundary Transitions Affects Commercial Communication Effectiveness.

While our experience of the world may appear continuous, recent evidence suggests that our experience is automatically segmented and encoded into long-term memory as a set of discrete events. Event segmentation is an important process in long-term memory encoding with evidence pointing to experiences occurring around event boundaries being better recognized subsequently. Neuroimaging studies have shown increased activity in the hippocampus and other nodes of the default mode network (DMN) when encountering an event boundary.

Gender differences in parieto-frontal brain functional connectivity correlates of creativity.

Introduction: Creativity is a complex construct that lies at the core of what has made human civilizations possible. One frequently used measure of creativity is the Abbreviated Torrance Test for Adults that yields an overall creativity score. In this study, we examine the relationship between the task-related differences in brain functional connectivity and the creativity score in a male and female group of participants.

Measuring emotion in advertising research: prefrontal brain activity.

With the current interest in the role of emotion in advertising and advertising research, there has been an increasing interest in the use of various brain activity measures to access nonverbal emotional responses. One such approach relies on measuring the difference between left and right hemisphere prefrontal cortical activity to assess like and dislike. This approach is based on electroencephalography (EEG) and neuroimaging work, suggesting that the approach/withdrawal (frequently but not always associated with like/dislike) dimension of emotion is indicated by the balance of activity between the left and right prefrontal cortex.