The Eye’S Mind and the Mind’S Eye: Impact of Overt Attention on Creative Thinking

Drawing upon research on creativity and visual perception, we propose that the breadth of overt attention can impact creativity on a subsequent creativity task. Specifically, we propose that a broad overt attention associated with scanning a broad visual field as opposed to a narrow overt attention associated with scanning a narrow visual field enhances the scope of covert attention (i.e., internal attention), which can be beneficially applied to a subsequent consumer creativity task. Results from our three studies support our hypothesis. Consistent with our hypothesis, scanning a broad visual field (e.g., watching a movie on a 50-inch screen) versus scanning a narrow visual field (e.g., watching a movie on a 17-inch screen) improved performance on a subsequent consumer creativity task of coming up with creative gift ideas for a friend.



Citation:

Baba Shiv and Monica Wadhwa (2007) ,"The Eye’S Mind and the Mind’S Eye: Impact of Overt Attention on Creative Thinking", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 660-662.

Authors

Baba Shiv, Stanford University
Monica Wadhwa, Stanford University



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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