Do You Want to Be Creative? Be Stupid First
In this research, we test a technique allowing to boost creativity. We find that contrary to our common problem-solving intuition, starting an ideation process by generating “stupid” ideas first significantly increases creativity of the final ideas. Being “stupid” first breaks cognitive fixations, allowing to reach more distant and novel ideas.
Citation:
Tatiana Karpukhina, Martin Schreier, and Ayelet Fishbach (2021) ,"Do You Want to Be Creative? Be Stupid First", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 899-899.
Authors
Tatiana Karpukhina, WU Venna
Martin Schreier, WU Vienna
Ayelet Fishbach, The University of Chicago
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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