Attentional Priming Effects on Creativity

Abstract

The authors tested the hypothesis that a broad or narrow scope of perceptual attention engenders an analogously broad or narrow focus of conceptual attention, which in turn bolsters or undermines creative generation. In the first two experiments, participants completed visual tasks that forced them to focus perceptual attention on a comparatively broad or narrow visual area. As predicted, broad, compared to narrow initial focusing of perceptual attention subsequently led to generation of more original uses for a brick (Experiment 1) and generation of more unusual category exemplars (Experiment 2). In Experiment 3, participants were merely asked to contract their frontalis versus corrugator muscles, producing rudimentary peripheral feedback associated with broad versus narrow perceptual focus. As predicted, frontalis contraction, relative to corrugator contraction, led to the production of more original uses for a pair of scissors. Together, these three experiments provided converging initial support for our attentional priming hypothesis, suggesting that situationally induced variations in the scope of perceptual attention (and simple cues associated with such variations) may correspondingly expand or constrict the focus of conceptual attention within the semantic network, thereby improving or diminishing creativity.