Abstract
Abstract Chapter 1 introduces the reader to scientific research on creativity. The chapter begins by providing the rationale for studying creativity—the need for creative solutions to challenging problems, whether in business, personal life, or society. The chapter then provides the two definitions of creativity that will be used throughout the book: the individualist definition, associated with psychological research, and the sociocultural definition, associated with group dynamics, sociology, economics, and anthropology. The chapter ends by describing the Western cultural model of creativity—a set of 10 beliefs that most people ascribe to in Western countries, including the United States. These 10 beliefs will be referenced throughout the book.
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