The Pursuit of Creativity in Idea Generation Contests

Melanie Brucks, Stanford University, USA
Szu-chi Huang, Stanford University, USA
We explore how the pursuit of creativity can ironically backfire, hindering creative performance. We demonstrate that pursuing the goal to be creative decreases the number of highly creative ideas generated because the goal-directed monitoring process inhibits divergent thinking.
[ to cite ]:
Melanie Brucks and Szu-chi Huang (2016) ,"The Pursuit of Creativity in Idea Generation Contests", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 264-268.