In terms of basic research, there is still much to be understood in the Cognitive Sciences about the nature and mechanisms of human creative thinking (a search for the word “creativity” in PsycArticles, returns 1152 papers in the last five years!). Creativity is often considered central to advertising (Rosengren et al. 2020). However, as Bernardin et al. (2008) note, “Creativity has long been theorised in psychology and education but it has very rarely been theorised in its widest application in advertising”. Furthermore, recent literature reviews (West, Koslow & Kilgour 2019) and meta-analyses (Rosengren et al. 2020) have pointed out that research about creativity in marketing is primarily focused on creativity outcomes, whereas studies on the development of creative ideas are substantially underrepresented. Creativity is a big challenge for AI as well (Runco, 2023). We will implement a new set of studies aimed at testing the hypothesis that being prompted to Think in Opposites is a simple but powerful way to stimulate Creativity (TOC) in human performance and in AI models. All the studies will include a training condition where participants address the creative task after the TOC training and a control condition where a general prompt to be creative will be used. We will tap into participants’ creative reasoning by analysing their verbal communication while “thinking aloud”, the sketches and drawings made and eye tracking movements. Our research approach will integrate both behavioural and AI methods to analyse the three classic parameters of creativity (originality, flexibility, and fluidity) and conduct research both in the lab and “in the wild” (Christensen & Ball, 2017, 2018). This is important, as 95% of research about creativity in psychology is conducted in the lab.
Bando di Ateneo per il finanziamento di “Costellazioni Collaborative di Ricerca” (CCR) | Università di Macerata. Titolo del progetto: Thinking in Opposites to improve Creativity (TOC): A challenging hypothesis for Cognitive Sciences and AI.
Bongelli, R.;Canestrari, C.;Riccioni, I.;Capitani, E.;Fermani, A.;Aleffi, C.;Perfetti, A.;Pansoni, S.;Gistri, G.;Michetti, E.;Bertolazzi, A;Fermani A.;
2024-01-01
Abstract
In terms of basic research, there is still much to be understood in the Cognitive Sciences about the nature and mechanisms of human creative thinking (a search for the word “creativity” in PsycArticles, returns 1152 papers in the last five years!). Creativity is often considered central to advertising (Rosengren et al. 2020). However, as Bernardin et al. (2008) note, “Creativity has long been theorised in psychology and education but it has very rarely been theorised in its widest application in advertising”. Furthermore, recent literature reviews (West, Koslow & Kilgour 2019) and meta-analyses (Rosengren et al. 2020) have pointed out that research about creativity in marketing is primarily focused on creativity outcomes, whereas studies on the development of creative ideas are substantially underrepresented. Creativity is a big challenge for AI as well (Runco, 2023). We will implement a new set of studies aimed at testing the hypothesis that being prompted to Think in Opposites is a simple but powerful way to stimulate Creativity (TOC) in human performance and in AI models. All the studies will include a training condition where participants address the creative task after the TOC training and a control condition where a general prompt to be creative will be used. We will tap into participants’ creative reasoning by analysing their verbal communication while “thinking aloud”, the sketches and drawings made and eye tracking movements. Our research approach will integrate both behavioural and AI methods to analyse the three classic parameters of creativity (originality, flexibility, and fluidity) and conduct research both in the lab and “in the wild” (Christensen & Ball, 2017, 2018). This is important, as 95% of research about creativity in psychology is conducted in the lab.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
