The question of what type of attention is associated with creative potential has predominantly been examined using divergent thinking tasks and without the benefits of cognitive neuroscience methods. To address this gap, we rely on a neural approach by indexing attention using the P50 ERP component. The P50 measures sensory gating, which is the…

Many techniques have been used to train creative problem-solving skills. Although the available techniques have often proven to be effective, creative training often discounts the value of thinking about applications. In this study, 248 undergraduates were asked to develop advertising campaigns for a new high-energy soft drink. Solutions to this…