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Related Experiment Video

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More knowledge causes a focused attention deployment pattern leading to lower creative performances.

Kunhao Yang1, Itsuki Fujisaki2,3, Kazuhiro Ueda4

  • 1Graduate School of Arts and Sciences, The University of Tokyo, Tokyo, 153-8902, Japan. yangkunhao@g.ecc.u-tokyo.ac.jp.

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Summary

Individuals with less professional knowledge excel in creative tasks by using divided attention, while those with more knowledge may be hindered by concentrated attention. This impacts creative performance.

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Area of Science:

  • Cognitive Science
  • Psychology

Background:

  • Prior research indicates novices outperform experts in creative activities.
  • The underlying reasons for this phenomenon are not fully understood.

Purpose of the Study:

  • To investigate the relationship between professional knowledge, attention deployment, and creative performance.
  • To test the hypothesis that differing attention patterns mediate the effect of knowledge on creativity.

Main Methods:

  • Analysis of two datasets: a web-based survey and data from Amazon.com.
  • Examination of attention deployment patterns during information processing.

Main Results:

  • Less professional knowledge correlated with divided attention, which positively influenced creative performance.
  • More professional knowledge correlated with concentrated attention, which negatively impacted creative performance.

Conclusions:

  • Attention deployment patterns differ based on the amount of professional knowledge.
  • These differing attention strategies help explain variations in creative performance across individuals with different knowledge levels.