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Summary of neurophysiological results.
| Measure | Differences between ads with metaphor and without metaphor | Differences among the three levels of complexity |
| Time in AOI (ET) | t(42) = −3.200, p = 0.003 | F(1.38,57.96) = 11.609, p = 0.000 |
| Cognitive load (EEG) | t(41) = −0.503, p = 0.617 | F(2,82) = 3.102, p = 0.050 |
| Activation (GSR) | t(38) = 0.372, p = 0.712 | F(1.20,45.62) = 0.288, p = 0.636 |
