AUTHOR=Silberstein Richard , Seixas Shaun , Nield Geoffrey TITLE=Conceptual Closure Elicited by Event Boundary Transitions Affects Commercial Communication Effectiveness JOURNAL=Frontiers in Neuroscience VOLUME=14 YEAR=2020 URL=https://www.frontiersin.org/journals/neuroscience/articles/10.3389/fnins.2020.00292 DOI=10.3389/fnins.2020.00292 ISSN=1662-453X ABSTRACT=
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. We have previously demonstrated that the steady state topography (SST) measure of brain activity at a left inferior frontal scalp sites is correlated with the strength of long-term memory encoding. More recently, we have noted that event boundaries occurring in naturalistic stimuli such as television advertising trigger a transient drop in activity at the inferior frontal scalp sites, an effect we have termed