The Role of Cognitive Conflict in Understanding Creative Effectiveness
Thursday, September 29 - Main Stage
There are many theories to explain why we find creativity and arts rewarding. According to Berlyne’s theory, viewers' pleasure will increase with increased complexity, to an optimal level. After that, with increased complexity, pleasure begins to decline.
Recent neuroscience studies have attempted to measure this inverted-U relationship between complexity and liking, looking at the brain regions and neural signatures involved. In this talk, Aoife McGuinness will explore the findings of this research and its impact on neuromarketing and creative effectiveness.
What the audience can learn:
- Theories that explain why we find creativity rewarding
- What happens in the brain when we engage with a creative artwork
- How to implement these findings into marketing and research
See the full agenda for September 29
See the full agenda for September 30
Register now »
Thursday, September 29 - Main Stage
There are many theories to explain why we find creativity and arts rewarding. According to Berlyne’s theory, viewers' pleasure will increase with increased complexity, to an optimal level. After that, with increased complexity, pleasure begins to decline.
Recent neuroscience studies have attempted to measure this inverted-U relationship between complexity and liking, looking at the brain regions and neural signatures involved. In this talk, Aoife McGuinness will explore the findings of this research and its impact on neuromarketing and creative effectiveness.
What the audience can learn:
- Theories that explain why we find creativity rewarding
- What happens in the brain when we engage with a creative artwork
- How to implement these findings into marketing and research
See the full agenda for September 29
See the full agenda for September 30
Register now »