Evaluation standards regulate the generation and selection of novel ideas in creative behaviors: insights from individual differences in event-related potentials.

Evaluation is generally considered to occur after the generation of novel ideas to select truly creative ideas; however, evaluation may occur concurrently with the generation and regulate its efficiency. To test this hypothesis, 120 participants who held strict, moderate, or loose evaluation standards were grouped, and neural responses related to novel idea generation were compared retrospectively. The results showed that lower N400 amplitudes and greater LSP amplitudes were simultaneously elicited by objectively defined novel and usable options than by novel but unusable options among participants with moderate standards but not among participants with strict or loose standards. Evaluation standards influence the efficiency of novel idea generation; neither strict nor loose evaluation standards are conducive to fully resolving cognitive conflicts and generating novel ideas. Moreover, lower N400 amplitudes and greater LSP amplitudes were simultaneously elicited by the subjectively rated novel and usable option than by the novel but unusable option among participants with strict and moderate standards but not among participants with loose standards. Evaluation standards influence the selection among the generated ideas; participants in the strict and moderate groups made a wise choice based on the degree of conflict resolution, whereas participants in the loose group did not.

When and why will creative discovery succeed or fail? The role of reactive control in resolving conflicts.

The process of creative discovery refers to discovering additional values of existing objects by identifying novel associations between seemingly unrelated things; however, this process is not always successful. To reveal the dynamic process of creative discovery, particularly when and why people made right or wrong judgments, the daily life scenario was described, and a possible tool was presented for judging whether it is usable to solve problems. Electrophysiological activity was recorded when people identified novel tools and then retrospectively analyzed the differences among three responses: correctly identified novel and usable (C-NU) options, falsely identified novel and usable (F-NU) options, and correctly identified novel but unusable (C-NUU) options. The results showed that, compared with ordinary tools, novel tools evoked greater N2, N400 and LSP amplitudes; the differences in these components were likely associated with the monitoring and resolution of cognitive conflicts in the process of discovering novel associations. Regarding novel tools, smaller N400 and greater LSP amplitudes were evoked by the C-NU option than by the F-NU option, and no differences in these components were found between the F-NU and C-NUU options. The findings revealed that the success or failure of discovering novel associations depended on reactive control in resolving conflicts. Only when sufficient cognitive effort is used to resolve a conflict to a great degree can the appropriately novel association be successfully discovered; otherwise, the novel and appropriate association is lost.

Cognitive control in creative discovery: The gap between ideal and reality.

Creative discovery involves discovering the additional values of existing things in the environment by identifying the novel associations between seemingly unrelated things; the judgment made in this process is expected to be accurate but not entirely correct. From the perspective of cognitive processing, what is the difference between the ideal and real states of creative discovery? This is largely unknown. In this study, a daily life scenario was presented, and a great number of seemingly unrelated tools were presented for participants to discover valuable tools. Electrophysiological activity was recorded when participants identified tools, and we then retrospectively analyzed the differences between responses. Compared with usual tools, unusual tools evoked greater N2, N400 and late sustained potential (LSP) amplitudes, which was likely associated with the monitoring and resolution of cognitive conflicts. Moreover, unusual tools evoked smaller N400 and greater LSP amplitudes when correctly identified as usable than when identified as unusable; this result suggested that creative discovery in the ideal state should depend on the cognitive control involved in resolving conflicts. However, in the comparison between subjectively rated usable and unusable tools, smaller N400 and greater LSP amplitudes were observed only when unusual tools could be identified by expanding the application scope but not by releasing functional fixedness; this outcome suggested that creative discovery in the real state was not always influenced by the cognitive control involved in resolving conflicts. The difference in cognitive control that should be exerted and that was actually exerted to identify novel associations was discussed.

Reactive control in evaluating appropriately or inappropriately novel ideas: Evidence from electrophysiological measures.

Novelty and appropriateness have been considered two necessary criteria to distinguish creative ideas, but little is known about what kind of reactive control people will make when they evaluate appropriately or inappropriately novel ideas. To study this issue, high-density technology was used to record electroencephalography (EEG) signals when participants were evaluating ideas in novel & appropriate, novel & inappropriate, ordinary & appropriate, and ordinary & inappropriate conditions. An analysis of event-related potentials (ERPs) revealed that greater conflict detection-related N2 and N400-like components over the anterior scalp appeared in novel conditions than in ordinary conditions, suggesting that people are able to rapidly monitor novel ideas. Afterward, the mean amplitudes of the LPC over the left anterior scalp were greater in novel & appropriate condition than ordinary & appropriate condition, but no difference was found between novel & appropriate and novel & inappropriate conditions, which likely displayed much more reactive control was recruited to handle novel ideas and no additional control was recruited when the novel ideas were inappropriate. In addition, the mean amplitudes of the LPC/LNC over the posterior scalp were greater in novel than ordinary conditions and were also greater in inappropriate than appropriate conditions, which likely reflected the processing difficulties of conceptual understanding. These findings revealed the early rise monitoring, conceptual understanding, and reactive control mechanism underlying the evaluation of novel ideas.

The dynamic monitoring and control mechanism in problem solving: Evidence from theta and alpha oscillations.

Although both originality and value are considered necessary criteria to identify creative ideas, little is known about how original and valuable ideas are generated in the human brain. To reveal how people monitor and control ongoing processing in the pursuit of original and valuable ideas, high-density electroencephalography (EEG) was used to record electrophysiological signals when participants were performing chunk decomposition tasks via novel-appropriate, novel-inappropriate, ordinary-appropriate and ordinary-inappropriate pathways. The results showed that approximately 100 ms after the problem was presented, novel pathways showed increased theta synchronization in the frontal sites compared to ordinary pathways. Novel pathways were associated with increased alpha desynchronization over the entire brain scale. These theta and alpha oscillations likely indicated rapid monitoring and effective control of novel processing in thinking. In the latter stages of problem solving, particularly during the 2000-2600-ms intervals, increased theta synchronization with decreased alpha desynchronization was found between novel-inappropriate and novel-appropriate pathways, which likely indicated slow monitoring and less control of inappropriate processing in novel thinking. The findings demonstrated the dynamic monitoring and control mechanism in the pursuit of original and valuable ideas.