| 초록 |
The debut of a new car model often evokes excitement and even a contemplation of purchase, as it is driven by a unique allure that is inherent in its novelty. What makes these new models so attractive? There has been distinct neural activity while observing familiar and new models. Unlike familiar models that are characterized by fluency, new models elicit arousal—a state of heightened neural activity that amplifies emotional responses. Arousal is a crucial cognitive mechanism for humans, whose large brains, though advantageous, are energy-intensive, and remain in a resting state until activated by novelty. This study investigates the neural structure of arousal induced by seeing new car models, offering insights into the emotional intensity they provoke. |
