Creativity Without Attention: the Impact of Unconscious Deliberation Duration

Building on unconscious thought theory and creativity research, we argue and show through two experiments that the duration of unconscious deliberation and creativity performance has a curvilinear relationship--longer deliberation duration can actually harm, rather than boost, creativity; the creative output of unconscious thought is superior to that of conscious thought only when deliberation duration is moderate. These findings not only shed light on the powers and limits of unconscious thought, but also offer useful insights for consumers and firms.


Haiyang Yang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl (2011) ,"Creativity Without Attention: the Impact of Unconscious Deliberation Duration", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 47-48.


Haiyang Yang, INSEAD
Amitava Chattopadhyay, INSEAD
Kuangjie Zhang, INSEAD
Darren Dahl, University of British Columbia


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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