Investigating the relationship between stereotyping and creativity during marketing campaigns in marketeers and audiences.

Stereotyping others in a creative process may negatively affect creative output, yet there is currently scant empirical evidence of a link between stereotyping and creativity; here, we explore this link in marketing communications. In a quasi-experiment, we introduced a novel intervention to disrupt marketeers' dependency on stereotypes and boost their creativity. The intervention decreased marketeers' use of stereotypes when selecting consumer labels-descriptive labels of a typical consumer based on consumer information-while enhancing the creativity of ideas. In another set of online experiments, we asked British residents to rate the creativity of advertisements and purchase intentions toward advertising products with different levels of stereotypical depictions of people. We found a linear relationship between the stereotypical depictions of people in advertisements and perceived creativity. We also observed a potential U-shaped relationship between stereotypical representations of people in advertisements and purchase intention, such that advertisements with low and high stereotypical representations induced greater purchase intention than did those with medium stereotypical representations. Finally, we discuss the psychological mechanisms that potentially link stereotyping and creativity and the implications for marketing communications.

The association between liking, learning and creativity in music.

Aesthetic preference is intricately linked to learning and creativity. Previous studies have largely examined the perception of novelty in terms of pleasantness and the generation of novelty via creativity separately. The current study examines the connection between perception and generation of novelty in music; specifically, we investigated how pleasantness judgements and brain responses to musical notes of varying probability (estimated by a computational model of auditory expectation) are linked to learning and creativity. To facilitate learning de novo, 40 non-musicians were trained on an unfamiliar artificial music grammar. After learning, participants evaluated the pleasantness of the final notes of melodies, which varied in probability, while their EEG was recorded. They also composed their own musical pieces using the learned grammar which were subsequently assessed by experts. As expected, there was an inverted U-shaped relationship between liking and probability: participants were more likely to rate the notes with intermediate probabilities as pleasant. Further, intermediate probability notes elicited larger N100 and P200 at posterior and frontal sites, respectively, associated with prediction error processing. Crucially, individuals who produced less creative compositions preferred higher probability notes, whereas individuals who composed more creative pieces preferred notes with intermediate probability. Finally, evoked brain responses to note probability were relatively independent of learning and creativity, suggesting that these higher-level processes are not mediated by brain responses related to performance monitoring. Overall, our findings shed light on the relationship between perception and generation of novelty, offering new insights into aesthetic preference and its neural correlates.

Exploring How Generating Metaphor Via Insight Versus Analysis Affects Metaphor Quality and Learning Outcomes.

Metaphor generation is both a creative act and a means of learning. When learning a new concept, people often create a metaphor to connect the new concept to existing knowledge. Does the manner in which people generate a metaphor, via sudden insight (Aha! moment) or deliberate analysis, influence the quality of generation and subsequent learning outcomes? According to some research, deliberate processing enhances knowledge retention; hence, generation via analysis likely leads to better concept learning. However, other research has shown that solutions generated via insight are better remembered. In the current study, participants were presented with science concepts and descriptions, then generated metaphors for the concepts. They also indicated how they generated each metaphor and rated their metaphor for novelty and aptness. We assessed participants' learning outcomes with a memory test and evaluated the creative quality of the metaphors based on self- and crowd-sourced ratings. Consistent with the deliberate processing benefit, participants became more familiar with the target science concept if they previously generated a metaphor for the concept via analysis compared to via insight. We also found that metaphors generated via analysis did not differ from metaphors generated via insight in quality (aptness or novelty) nor in how well they were remembered. However, participants' self-evaluations of metaphors generated via insight showed more agreement with independent raters, suggesting the role of insight in modulating the creative ideation process. These preliminary findings have implications for understanding the nature of insight during idea generation and its impact on learning.

A mindful body approach to creating architecture: movement, models and spatial experiences.

If architecture is an expression of human creativity through multi-sensory embodiment, then learning, creating and experiencing architecture should also be multi-sensory and embodied. In this article, we challenge the separation of mind and body through Sheets-Johnstone's mindful bodies concept. We define a mindful body in architecture as one that documents, analyses and memory maps the moving body in different qualities of movement to create diverse spatial experiences. A mindful body approach to creating architecture involves: (i) engaging in meaningful movement and documenting the body, (ii) documenting embodied interactions with dynamic, animate elements in the built environment, (iii) connecting our body's movements with emotions and memories, (iv) designing spaces that produce diverse movements and atmospheres, and (v) designing architecture based on these spaces. We hypothesize that if designers engage in a mindful body approach to design, they can create spatial experiences that help us make sense of ourselves, others and the world. A mindful body approach to design can result in architectural spaces that activate our attentional switches, connect haptic experiences and memories and reveal wonders. This article is part of the theme issue 'Minds in movement: embodied cognition in the age of artificial intelligence'.

The practices of artist-entrepreneurs located outside Canada's creative hubs viewed through the lens of the pragmatic sociology of critique.

Artists-entrepreneurs struggle with the tension between their artistic and entrepreneurial values. Previous research on this tension focuses on urban creative hubs and shows the presence of politicians to create, with the artists, a structure constituted of investment formulas to ease this tension. Based on Boltanski and Thévenot's On Justification theory, our research focuses on the case of artist-entrepreneurs located outside Canada's creative hubs. The tension between artistic and entrepreneurial values is expressed as a tension between the inspired and market worlds, which is managed through the civic world in Canadian creative hubs. The results of 50 semi-structured interviews with non-urban Canadian artist-entrepreneurs reveal that politicians are less implicated in these regional cultural industries. In order to manage the tension between artistic and entrepreneurial values, artists themselves are developing individual and collective investment formulas to create structure in the cultural industries that compensates for the low-level of involvement by politicians. Thus, we identify that the tension between the inspired and market worlds is managed through the presence of the projective world in the case of Canada's non-urban artist-entrepreneurs.

Les artistes­entrepreneurs sont aux prises avec une tension entre leurs valeurs artistiques et entrepreneuriales. Les recherches étudiant cette tension se concentrent sur les pôles de créativité et montrent la présence du politique pour créer, conjointement avec les artistes, une structure mettant en place des formules d'investissement permettant d'apaiser ladite tension. En prenant appui sur la théorie de la justification de Boltanski et Thévenot, cette recherche s'intéresse au cas des artistes­entrepreneurs situés hors des pôles canadiens de la créativité. La tension entre les valeurs artistiques et entrepreneuriales se décline comme une tension entre les mondes de l'inspiration et marchand et celle­ci est gérée grâce au monde civique dans les pôles canadiens de la créativité. Les résultats de 50 entrevues semi­structurées avec des artistes­entrepreneurs hors des pôles canadiens de la créativité pointent vers une implication moindre du politique dans les industries culturelles. Afin de gérer la tension entre les valeurs artistiques et entrepreneuriales, ces artistes se dotent de formules d'investissement individuelles et collectives palliant ainsi la faible implication du politique dans l'élaboration d'une structure pour les industries culturelles. Ainsi, afin de permettre la gestion de la tension entre les mondes de l'inspiration et marchand, on relève la présence du monde des projets dans le cas des artistes­entrepreneurs hors des pôles canadiens de la créativité.

Creativity and consciousness in motion: The roundtrip of "mindful" and "mindless" processes in embodied creativity.

In this opinion paper, we make a journey across different accounts of creativity that emphasize either the mindful, conscious and cognitive expression of creativity, or its mindless, unconscious and sensorimotor expression. We try to go beyond dichotomy, putting creativity in motion and outlining its embodied and enactive features. Based on the assumption that no creative act is purely conscious or purely unconscious, our discussion on creativity relies on the distinction of three types of creativity that complementarily contribute to the creative process through shifts in the activation of their substrates in the brain: the deliberate, spontaneous and flow types of creativity. The latter is a hybrid and embodied type, in which movement and physical activity meet creativity. We then focus on the most fascinating contribution of unconscious processes and mind wandering to spontaneous and flow modes of creativity, exploring what happens when the individual apparently takes a break from a deliberate and effortful search for solutions and the creative process progresses through an incubation phase. This phase and the overall creative process can be facilitated by physical activity which, depending on its features and context, can disengage the cognitive control network and free the mind from filters that constrain cognitive processes or, conversely, can engage attentional control on sensorimotor and cognitive task components in a mindful way. Lastly, we focus on the unique features of the outer natural environment of physical activity and of the inner environment during mindful movements that can restore capacities and boost creativity.

Creative activities as intervention - Exploring occupational therapists' narrative reasoning.

BACKGROUND: Creative activities as intervention (CaI) in mental health promotes recovery and is an important part of occupational therapy practice. Yet few studies have explored occupational therapists' reasoning about using CaI to trace tacit knowledge. AIMS/OBJECTIVES: The aim of this study was to explore occupational therapists' reasoning on rationale and motives in co-creating a model (the CreActivity model) for CaI as a resource in mental health rehabilitation. MATERIAL AND METHODS: Co-operative inquiry and narrative theory provided the methodology for exploring eight occupational therapists' narrative reasoning in the process of co-creating a model. Data were generated via ethnographic methods from seven co-operative inquiry group meetings and analysed through narrative analysis. RESULTS: The occupational therapists' reasoning in using creative activities comprised building relationships and opportunity for activity. Motivating and engagement by finding 'cracks' and stories bridging action with the past and future using creative activities were used to create reflection, development, and empowerment. CONCLUSIONS AND SIGNIFICANCE: Identifying the narrative layers of occupational therapists' reasoning on achieving core dimensions of occupational therapy may enable and support occupational therapists in the use of creative activities as intervention.

The Value of Drawing Practice in Plastic Surgery Training.

ABSTRACT: No specialty has such close relationship with art as plastic surgery among medicine. Both are intensely creative processes that combine technology with utmost dexterity and now are undervalued in the medical education. Art is a reservoir that provides a surgeon with creativity and improved dexterity. It is beneficial for the surgeons to practice drawing, for it can bring passion and inspiration, enhance observation and imagination, improve dexterity and accuracy, and help keep a good relation with patients. In some way, plastic surgery is art and plastic surgeon is artist.

Establishing the importance of co-creation and self-efficacy in creative collaboration with artificial intelligence.

The emergence of generative AI technologies has led to an increasing number of people collaborating with AI to produce creative works. Across two experimental studies, in which we carefully designed and programmed state-of-the-art human-AI interfaces, we examine how the design of generative AI systems influences human creativity (poetry writing). First, we find that people were most creative when writing a poem on their own, compared to first receiving a poem generated by an AI system and using sophisticated tools to edit it (Study 1). Following this, we demonstrate that this creativity deficit dissipates when people co-create with-not edit-AI and establish creative self-efficacy as an important mechanism in this process (Study 2). Thus, our findings indicate that people must occupy the role of a co-creator, not an editor, to reap the benefits of generative AI in the production of creative works.

The relationship between challenge-hindrance stressors and innovative behavior among medical postgraduates in China: the mediation role of academic engagement and the moderating effect of relaxation.

This study investigated the relationship between challenge-hindrance stressors and innovative behavior of medical postgraduates in China, examining the mediating role of academic engagement and the moderating effect of relaxation. Drawing from a sample of 437 medical postgraduates from three Chinese universities, our findings revealed that challenge stressors positively correlated with innovative behavior, while the direct relationship between hindrance stressors and innovative behavior was not statistically significant. Furthermore, academic engagement mediated the relationship between two types of stressors and innovative behavior. Challenge stressors enhanced academic engagement, which in turn fostered innovative behavior. Conversely, hindrance stressors were found to diminish academic engagement, which in turn indirectly limited innovative behavior. Additionally, relaxation was identified as a moderating factor that helped mitigate the negative effects of hindrance stressors on academic engagement and indirectly on innovative behavior. These results suggested that academic engagement as a mechanism played a pivotal role in determining how different stressors influenced innovative behavior, underscoring the need for stress management, particularly through relaxation techniques, to maintain high levels of academic engagement and innovative behavior. This study offers practical insights for medical education policymakers and educators in China, emphasizing the importance of balancing stressors and incorporating relaxation practices to enhance the innovative capabilities of medical postgraduates in demanding academic environments.

How to Improve Grit Among Deaf or Hard of Hearing Students: The Effect of Thinking Style.

The researchers examined the associations between thinking styles and grit. A cross-sectional design was adopted, with two weeks of data collection. The Thinking Styles Inventory-Revised II and the Grit Scale were administered to 365 signing deaf or hard-of-hearing (DHH) Arts and Design students and 443 hearing university students in mainland China. CFA, MANOVA, hierarchical multiple regression analyses, and a multi-group analysis were executed for data analysis. DHH and hearing students with Type I styles (i.e., more creativity-generating, less structured, and cognitively more complex) had higher grit levels, with large effect sizes for the identified relationships. There were no differences in the relations for either group. The associations between thinking styles and grit may protect against psychological pressure and rehabilitation problems and enable university/school administrators, counselors, social workers, teachers, parents, and students to enhance the grit of students who are deaf or hard of hearing.

Generative AI enhances individual creativity but reduces the collective diversity of novel content.

Creativity is core to being human. Generative artificial intelligence (AI)-including powerful large language models (LLMs)-holds promise for humans to be more creative by offering new ideas, or less creative by anchoring on generative AI ideas. We study the causal impact of generative AI ideas on the production of short stories in an online experiment where some writers obtained story ideas from an LLM. We find that access to generative AI ideas causes stories to be evaluated as more creative, better written, and more enjoyable, especially among less creative writers. However, generative AI-enabled stories are more similar to each other than stories by humans alone. These results point to an increase in individual creativity at the risk of losing collective novelty. This dynamic resembles a social dilemma: With generative AI, writers are individually better off, but collectively a narrower scope of novel content is produced. Our results have implications for researchers, policy-makers, and practitioners interested in bolstering creativity.

Brainstorming: Interbrain coupling in groups forms the basis of group creativity.

Although the impact of group dynamics on creativity is widely recognized, prior research has primarily concentrated on individuals in isolation from social context. To address this lacuna, we focus on groups as the fundamental unit of analysis. We used functional near-infrared spectroscopy (fNIRS) to examine brain activity in groups of four during brainstorming discussions. We assessed interbrain coupling in the dorsolateral prefrontal cortex (DLPFC), a brain region linked to flexibility, and in the inferior frontal gyrus (IFG), a region associated with imitation. Our findings demonstrate that creativity-focused discussions induced interbrain coupling both in regions related to flexibility and herding. Notably, interbrain coupling in the IFG was associated with more imitation of responses. Critically, while interbrain coupling in the DLPFC positively predicted group creativity, in the IFG it negatively predicted creativity. These findings suggest that increase in group mindsets of flexibility relative to herding is important for enhancing group creativity.

Computational gastronomy: capturing culinary creativity by making food computable.

Cooking, a quintessential creative pursuit, holds profound significance for individuals, communities, and civilizations. Food and cooking transcend mere sensory pleasure to influence nutrition and public health outcomes. Inextricably linked to culinary and cultural heritage, food systems play a pivotal role in sustainability and the survival of life on our planet. Computational Gastronomy is a novel approach for investigating food through a data-driven paradigm. It offers a systematic, rule-based understanding of culinary arts by scrutinizing recipes for taste, nutritional value, health implications, and environmental sustainability. Probing the art of cooking through the lens of computation will open up a new realm of possibilities for culinary creativity. Amidst the ongoing quest for imitating creativity through artificial intelligence, an interesting question would be, 'Can a machine think like a Chef?' Capturing the experience and creativity of a chef in an AI algorithm presents an exciting opportunity for generating a galaxy of hitherto unseen recipes with desirable culinary, flavor, nutrition, health, and carbon footprint profiles.

Role of social media to improve job performance with mediating role of transactive memory capability and employee creativity.

The increased usage of social media in organizational settings has raised questions about its effect on job performance. This study explains the interplay between social media usage, transactive memory capability, employee creativity, and job performance within the Chinese organizational context. The rationale for this study stems from the need to understand how social media usage can enhance job performance through cognitive and creative processes within teams. On the basis of earlier literature, the survey questionnaire was designed to collect data and the survey included validated scales to measure these constructs. The data is collected from 816 employees in China via online resources like social media and emails and then Structural Equation Modeling is used for empirical analysis through AMOS software. The findings show the positive impact of social media on job performance while transactive memory capability and employee creativity mediates this relationship. These findings contribute to a better understanding of how social media can be leveraged to improve job performance. Practical implications highlight the importance of fostering transactive memory capability through social media platforms, facilitating employee creativity, and ultimately, bolstering job performance. Additionally, this study underscores the need for organizations to strategically harness the potential of social media as a catalyst for innovation and knowledge sharing, thus optimizing workforce performance in the digital era.

Impact of the quality and diversity of reference products on creative activities in online communities.

In creativity research, an important unresolved issue relates to identifying the kind of information an individual should be exposed to in order to be highly creative. We aimed to gain insights into this issue; we collected and statistically analyzed three datasets related to three large online communities (namely Cities: Skylines, SCP-wiki, and Archive of Our Own) engaged in mod development and novel writing to examine whether the quality and diversity of other people's products referred to have a positive effect on product generation. Our analysis revealed the following three findings: (1) the quality diversity of reference products generated by others has the most positive impact on the quality of generated products when it is neither high nor low, (2) the content diversity of reference products generated by others has a negative impact on the quality of generated products, and (3) the quality of reference products generated by others has a negative impact on the quality of generated products when it is extremely high. We conclude by discussing the implications of the findings for creativity research.

Predicting creative behavior using resting-state electroencephalography.

Neuroscience research has shown that specific brain patterns can relate to creativity during multiple tasks but also at rest. Nevertheless, the electrophysiological correlates of a highly creative brain remain largely unexplored. This study aims to uncover resting-state networks related to creative behavior using high-density electroencephalography (HD-EEG) and to test whether the strength of functional connectivity within these networks could predict individual creativity in novel subjects. We acquired resting state HD-EEG data from 90 healthy participants who completed a creative behavior inventory. We then employed connectome-based predictive modeling; a machine-learning technique that predicts behavioral measures from brain connectivity features. Using a support vector regression, our results reveal functional connectivity patterns related to high and low creativity, in the gamma frequency band (30-45 Hz). In leave-one-out cross-validation, the combined model of high and low networks predicts individual creativity with very good accuracy (r = 0.36, p = 0.00045). Furthermore, the model's predictive power is established through external validation on an independent dataset (N = 41), showing a statistically significant correlation between observed and predicted creativity scores (r = 0.35, p = 0.02). These findings reveal large-scale networks that could predict creative behavior at rest, providing a crucial foundation for developing HD-EEG-network-based markers of creativity.

Operating in a second language lowers cognitive interference during creative idea generation: Evidence from brain oscillations in bilinguals.

Tasks measuring human creativity overwhelmingly rely on both language comprehension and production. Although most of the world's population is bilingual, few studies have investigated the effects of language of operation on creative output. This is surprising given that fluent bilinguals master inhibitory control, a mechanism also at play in creative idea evaluation. Here, we compared creative output in the two languages of Polish(L1)-English(L2) bilinguals engaged in a cyclic adaptation of the Alternative Uses Task increasing the contribution of idea evaluation (convergent thinking). We show that Polish-English bilinguals suffer less cognitive interference when generating unusual uses for common objects in the L2 than the L1, without incurring a significant drop in idea originality. Right posterior alpha oscillation power, known to reflect creative thinking, increased over cycles. This effect paralleled the increase in originality ratings over cycles, and lower alpha power (8-10 Hz) was significantly greater in the L1 than the L2. Unexpectedly, we found greater beta (16.5-28 Hz) desynchronization in the L2 than the L1, suggesting that bilingual participants suffered less interference from competing mental representations when performing the task in the L2. Whereas creative output seems unaffected by language of operation overall, the drop in beta power in the L2 suggests that bilinguals are not subjected to the same level of semantic flooding in the second language as they naturally experience in their native language.

Overlapping genetic influences between creativity and borderline personality symptoms in a large Dutch sample.

Creativity and mental disorders are sometimes seen as intertwined, but research is still unclear on whether, how much, and why. Here we explore the potential role of shared genetic factors behind creativity and symptoms of borderline personality disorder (BPD, characterized by mood swings and randomness of thoughts). Data were collected from 6745 twins (2378 complete pairs) by the Netherlands Twin Register on BPD scores (PAI-BOR questionnaire) and working in a creative profession (proxy for creativity). First, we tested whether there is an association between BPD symptoms and creative professions. Results confirmed that individuals scoring higher on the BPD spectrum are more likely to have a creative profession (Cohen's d = 0.16). Next, we modeled how much of this association reflects underlying genetic and/or environmental correlations-by using a bivariate classical twin design. We found that creativity and BPD were each influenced by genetic factors (heritability = 0.45 for BPD and 0.67 for creativity) and that these traits are genetically correlated rG = 0.17. Environmental influences were not correlated. This is evidence for a common genetic mechanism between borderline personality scores and creativity which may reflect causal effects and shed light on mechanisms.