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Creative thinking facilitates perspective taking.

Zheshuai Yang1, Iris W Hung2

  • 1Department of Marketing, School of Management, Zhejiang University.

Journal of Personality and Social Psychology
|November 12, 2020
PubMed
Summary
This summary is machine-generated.

Creative thinking enhances perspective-taking abilities, influencing how individuals respond to persuasive messages. Engaging in creativity boosts empathy and impacts decisions like donations and brand perception.

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Area of Science:

  • Cognitive Psychology
  • Social Psychology

Background:

  • Perspective-taking is crucial for social cognition and empathy.
  • Creative thinking involves cognitive flexibility and generating novel ideas.

Purpose of the Study:

  • To investigate if creative thinking facilitates perspective-taking.
  • To examine the impact of creative thinking on responses to persuasive messages.

Main Methods:

  • A pilot study assessed creativity and perspective-taking correlations.
  • Experiments involved participants engaging in creative tasks before exposure to persuasive messages (charity appeals, brand advertisements).
  • Measured outcomes included donation likelihood, brand evaluation, and self-ascription of target characteristics.

Main Results:

  • Creative thinking positively correlated with spatial and conceptual perspective-taking.
  • Participants using creative thinking were more likely to adopt the target's perspective.
  • This led to increased donations, favorable brand evaluations, and greater self-ascription.

Conclusions:

  • Creative thinking primes a perspective-shifting mindset, enhancing empathy.
  • The effect of creative thinking on persuasion is context-dependent, moderated by message processing requirements.