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From cognitive control to visual incongruity: conflict detection in surrealistic images

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dc.contributor.author Ruzzoli, Manuela
dc.contributor.author McGuinness, Aoife
dc.contributor.author Morís Fernández, Luis, 1982-
dc.contributor.author Soto-Faraco, Salvador, 1970-
dc.date.accessioned 2020-07-08T08:34:58Z
dc.date.available 2020-07-08T08:34:58Z
dc.date.issued 2020
dc.identifier.citation Ruzzoli M, McGuinness A, Morís Fernández L, Soto-Franco S. From cognitive control to visual incongruity: conflict detection in surrealistic images. PLoS One. 2020 Jun 4;15(6):e0224053. DOI: 10.1371/journal.pone.0224053
dc.identifier.issn 1932-6203
dc.identifier.uri http://hdl.handle.net/10230/45085
dc.description.abstract This study explored brain responses to images that exploit incongruity as a creative technique, often used in advertising (i.e., surrealistic images). We hypothesized that these images would reveal responses akin to cognitive conflict resulting from incongruent trials in typical laboratory tasks (i.e., Stroop Task). Indeed, in many surrealistic images, common visual elements are juxtaposed to create un-ordinary associations with semantically conflicting representations. We expected that these images engage the conflict processing network that has been described in cognitive neuroscience theories. We addressed this hypothesis by measuring the power of mid-frontal Theta oscillations using EEG while participants watched images through a social media-like interface. Incongruent images, compared to controls, produced a significant Theta power increase, as predicted from the cognitive conflict theory. We also found increased memory for incongruent images one week after exposure, compared to the controls. These findings provide evidence for the incongruent images to effectively engage the viewer’s cognitive control and boost memorability. The results of this study provide validation of cognitive theories in real-life scenarios (i.e., surrealistic ads or art) and offer insights regarding the use of neural correlates as effectiveness metrics in advertising.
dc.description.sponsorship This research was supported by the Ministerio de Economia y Competitividad (PSI2016-75558-P AEI/FEDER), AGAUR Generalitat de Catalunya (2017 SGR 1545), and the European Research Council (PoC- 727595 to SSF) and. M.R. was supported by a Marie Skłodowska-Curie fellowship (Ctrl Code – 794649 - H2020-MSCA-IF-2017 to MR).
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher Public Library of Science (PLoS)
dc.relation.ispartof PLoS ONE. 2020 Jun 4;15(6):e0224053
dc.rights © 2020 Ruzzoli et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
dc.rights.uri https://creativecommons.org/licenses/by/4.0/
dc.title From cognitive control to visual incongruity: conflict detection in surrealistic images
dc.type info:eu-repo/semantics/article
dc.identifier.doi http://dx.doi.org/10.1371/journal.pone.0224053
dc.subject.keyword Electroencephalography
dc.subject.keyword Memory
dc.subject.keyword Advertising
dc.subject.keyword Imaging techniques
dc.subject.keyword Vision
dc.subject.keyword Cognition
dc.subject.keyword Control theory
dc.subject.keyword Functional magnetic resonance imaging
dc.relation.projectID info:eu-repo/grantAgreement/ES/1PE/PSI2016-75558-P
dc.relation.projectID info:eu-repo/grantAgreement/EC/FP7/727595
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/publishedVersion

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