RESUMO
What differentiates the joke writing strategy employed by professional comedians from non-comedians? Previous MRI work found that professional comedians relied to a greater extent on "bottom-up processes," i.e., associations driven by the prompt stimuli themselves, while controls relied more on prefrontal lobe directed, "top-down" processes. In the present work, professional improv comedians and controls generated humorous captions to cartoons while their eye movements were tracked. Participants' visual fixation patterns were compared to predictions of the saliency model (Harel et al. in Adv Neural Inf Process Syst 19:545-552, 2007)-a computer model for identifying the most salient locations in an image based on visual features. Captions generated by the participants were rated for funniness by independent raters. Relative to controls, professional comedians' gaze was driven to a greater extent by the cartoons' salient visual features. For all participants, captions' funniness positively correlated with visual attention to salient cartoon features. Results suggest that comedic expertise is associated with increased reliance on bottom-up, stimulus-driven creativity, and that a bottom-up strategy results, on average, in funnier captions whether employed by comedians or controls. The cognitive processes underlying successful comedic creativity appear to adhere to the old comedians' adage "pay attention to the elephant in the room."