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Creative or not? Hierarchical diffusion modeling of the creative evaluation process.

Michelle C Donzallaz¹, Julia M Haaf¹, Claire E Stevenson¹

¹Department of Psychology, University of Amsterdam.

Journal of Experimental Psychology. Learning, Memory, and Cognition

|November 3, 2022

Summary

This summary is machine-generated.

This study introduces a cognitive model for creativity evaluation, finding that idea originality significantly impacts decision-making speed, while utility has a lesser effect. Individual differences in evaluating creative ideas were also observed.

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Area of Science:

Cognitive Psychology
Creativity Research

Background:

Creativity involves both idea generation (ideation) and idea assessment (evaluation).
Cognitive processes underlying creativity evaluation are less understood than those in ideation.

Purpose of the Study:

To present a novel cognitive modeling approach for the evaluation phase of creativity.
To investigate the cognitive basis of creativity evaluation using the drift diffusion model (DDM).
To examine individual differences in how originality and utility influence creative judgments.

Main Methods:

Application of the drift diffusion model (DDM) to the Creative-or-Not task (CON-task).
The CON-task involves timed decisions on the creativity of object uses, varying in originality and utility.
Two studies with a total of 445 participants and 27,100 trials were conducted.

Main Results:

Stimulus originality strongly correlated with participants' drift rates in the DDM.
Weak evidence was found for an association between stimulus utility and drift rate.
Significant individual differences were observed in the weighting of originality and utility.

Conclusions:

The DDM provides a valuable cognitive modeling approach for understanding creativity evaluation.
Implicit weights for originality and utility in evaluation tasks relate to self-reported importance and divergent thinking.
Clear communication of rating criteria is crucial for fair assessment in divergent thinking tasks.