Valuation as a bridge between aesthetics and creativity

Evidence shows that aesthetic evaluations are underpinned by mechanisms in the reward system that compute value for objects of interest. In turn, recent behavioral, computational, and neuroimaging evidence suggests that creativity involves a similar valuation process, as people generate and evaluate the originality and adequacy of their ideas-two standard criteria of creativity. These findings suggest that creativity and aesthetic evaluation may be supported by a domain-general mechanism for computing subjective value. We offer a proposal in which creators' value computations are conveyed by the structure and content of their works and recovered during aesthetic evaluation through shared reward-system mechanisms and associated processes. On this view, creating and appreciating are two related expressions of a shared value-based process.