Unconscious Creativity: the Impact of Deliberation-Without-Attention Duration on Creative Ingenuity

Haiyang Yang, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Kuangjie Zhang, INSEAD, France
Darren Dahl, University of British Columbia, Canada
We demonstrate that longer duration of unconscious deliberation can actually harm, rather than boost, creativity. Creative output of unconscious thought is superior to that of conscious thought only when deliberation duration is moderate, and this superiority pertains only to the novelty dimension of creativity but not the appropriateness dimension.
[ to cite ]:
Haiyang Yang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl (2011) ,"Unconscious Creativity: the Impact of Deliberation-Without-Attention Duration on Creative Ingenuity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 38-39.