Neural Pathway of Renovative and Innovative Products Appreciation.
Neural Pathway of Renovative and Innovative Products Appreciation.
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创新产品鉴赏的神经通路
DOI：
10.1038/srep38800
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发表时间：
2016-12-12
影响因子：
4.6
通讯作者：
Luo J
中科院分区：
文献类型：
--
作者：
Huang F;Chiu C;Luo J
根据一项发明对现有事物的改变程度，以及它如何超越人们对既定类别的心理图式，新发明可以分为两类：增量发明（即，翻新），对现有设计进行微小改进，以及激进的发明（即，创新），这使得人们能够做他们以前从未做过的事情的重大发展。虽然创新和革新是两种本质上不同的创造类型，其特征在于从产品开发到大规模社会变革的新变化，并且与激进发明相比，人们倾向于报告对增量发明的更高主观偏好，但这两种类型发明的心理表征背后的认知大脑机制仍然未知。通过使用创新和革新的设计作为材料，我们发现，相对于非创造性的设计，创造性（革新和创新）设计增强了右侧海马旁区的记忆或联想相关激活。特别是，创新引起更多的激活在概念通路代表的对象比翻新，而翻新引起更多的激活在运动通路比创新。这些结果表明，操作经验可能会提供理解和欣赏创意设计的优势。
According to the level of change an invention makes on existing things and how it overrides people’s mental schemas on established categories, new inventions can be classified into two groups: incremental inventions (i.e., renovations), which make minor improvements on existing designs, and radical inventions (i.e., innovations), which make major developments that enable people to do things they have never been able to do before. Although innovation and renovation are two fundamentally different types of creation that feature new changes ranging from those in product development to those in large scale social changes, and people tend to report higher subjective preferences for incremental inventions compared to radical inventions, the cognitive brain mechanisms underlying the mental representation of these two types of inventions remains unknown. Through the use of innovative and renovative designs as materials, we found that relative to non-creative designs, creative (renovative &innovative) designs enhanced memory or association-related activation in the right parahippocampus. In particular, innovations evoked more activation in the conceptual pathway for representing objects than did renovations, whereas renovations evoked more activation in the motor pathway than innovations. These results suggest that operating experiences may provide advantages for understanding and appreciating creative designs.
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