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Creative Word Associations: The Relationship Between Creative Idea Generation and Evaluation

Mayer, Johann Richard (2022) Creative Word Associations: The Relationship Between Creative Idea Generation and Evaluation.

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Abstract:The process of generating a creative word association, one that is both novel and understandable, is assumed to consist of two stages: idea generation and idea evaluation. An EEG study by Rataj et al. (2018a) employing an alternate use evaluation task found effects in the upper alpha band, the N400, and sustained negativity during the evaluation of creative uses and anomalous word pairs. Participants of their study also generated creative word associations. In the current study, the word associations were evaluated for novelty and understandability by a new group of participants. The relationship between these ratings and the EEG measures was explored in this study. Additionally, it was investigated how mood influences their evaluation of the creativity of others. Correlation and linear regression tests were performed between novelty and understandability ratings and the EEG measures. A relationship between word association ratings and sustained negativity was found. High understandability of word associations was found to predict less sustained negativity during the evaluation of creative uses and unrelated word pairs. High novelty predicted more sustained negativity during the evaluation phase of creative uses and unrelated word pairs. These findings indicate that creative ability predicts more sustained negativity during evaluation of creative ideas.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:https://purl.utwente.nl/essays/91000
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