This research comprises two studies investigating the impact of mood and cognitive stimulation on creativity, with a focus on the role of task type. The first study focused on idea generation, whereas the second explored slogan generation, revealing differing outcomes for distinct tasks. Positive and negative moods were induced through memory…

Previous studies have revealed that creative advertisements are recognized and recalled better than their less creative counterparts. Remembering and forgetting are two sides of the same coin of memory, denoting memory's storage and elimination functions, respectively, which can both potentially impact advertising effectiveness. To date, there…

Four experiments tested the forgetting fixation hypothesis of incubation effects, comparing continuous vs. alternating generation of exemplars from three different types of categories. In two experiments, participants who listed as many members as possible from two different categories produced more responses, and more novel responses, when they…

Four experiments examined the interplay of memory and creative cognition, showing that attempting to think of new uses for an object can cause the forgetting of old uses. Specifically, using an adapted version of the Alternative Uses Task (Guilford, 1957), participants studied several uses for a variety of common household objects before…

Drawing upon the Search for Ideas in Associative Memory (SIAM) model as the theoretical framework, the impact of heterogeneity and topic relevance of visual stimuli on ideation performance was examined. Results from a laboratory experiment showed that visual stimuli increased productivity and diversity of idea generation, that relevance to the…

Does spreading activation from incidentally encountered hints cause incubation effects? We used Remote Associates Test (RAT) problems to examine effects of incidental clues on impasse resolution. When solution words were seen incidentally 3-sec before initially unsolved problems were retested, more problems were resolved (Experiment 1). When…

An incubation effect occurs when taking a break from a problem helps solvers arrive at the correct solution more often than working on it continuously. The forgetting-fixation account, a popular explanation of how incubation works, posits that a break from a problem allows the solver to forget the incorrect path to the solution and finally access…