Creativity Through the Eyes Arousal and the Prediction of Creative Task
Total Page:16
File Type:pdf, Size:1020Kb
CREATIVITY THROUGH THE EYES 1 Creativity through the eyes Arousal and the prediction of creative task performance by Locus Coeruleus-norepinephrine modes. Matthijs Dekker U1262091 / 991987 Master thesis Communication- and Information Sciences Corporate communication and digital media Faculty Humanities Tilburg University Supervisor: dr. K.A. de Rooij Second reader: H.K. Schraffenberger BEng MsC January, 2017 CREATIVITY THROUGH THE EYES 2 Abstract In order to develop creative ideas, which are original as well as effective, several cognitive processes are required involving divergent and convergent thinking. Previous research suggested that creative task performance is influenced the release of noradrenaline, causing arousal, in the Locus Coeruleus-norepinephrine system (LC-NE). This LC-NE system mediates the changes between exploitation and exploratory control states. Previous studies suggested that activity in the LC-NE system is indicated by pupil diameter. Tonic pupil sizes are associated with an exploratory control state, whereas phasic pupil are associated with an exploitative control state. This study measured the pupil diameter of participants while they performed a creative task. Different phases in the experiment are characterized by divergent and convergent thinking. It is examined whether tonic and phasic pupil sizes can predict the creativity of generated ideas during divergent and convergent thinking. It was found that (i) phasic pupil sizes are linear and quadratic predictors of effectiveness during divergent thinking; (ii) tonic pupil sizes are linear predictors of originality during divergent thinking. These findings suggest that creativity can be predicted during divergent thinking in a creative process. CREATIVITY THROUGH THE EYES 3 Creativity through the eyes Creativity among individuals and cultures can lead to happier, fuller and healthier lives (Richards, 2010). It benefits the adaption to an unpredictable future, and supports shaping this future to be beneficial. For example, creativity is highly important in today’s world with constant changes and hypercompetitive markets (Kaufman & Sternberg, 2010; Harvey & Novicevic, 2002). Creative task performance strengthens innovative performance, problem solving capabilities and is required to avoid failure (Kotler, Armstrong, Saunders, & Wong, 2014; Proctor, 1991; Damle, 2015). Currently there is a limited understanding of the factors that enable creative thought. Therefore, this study aims to provide an understanding about factors that predict creative task performance during the creative process. In order to be creative, both originality and effectiveness are required. Namely, something which is original can be useless if it is not effective (Runco & Jaeger, 2012; Stein, 1953). Creative task performance, the degree to which individuals develop ideas that are both original and effective, involves cognitive processes interacting in a dynamic fashion (Isaksen, Dorval, & Treffinger, 2011; Mumford, Madeiros, & Partlow, 2012). These processes involve variation in divergent and convergent thinking, organized in the creative problem solving framework by Isaksen et al. (2011) and Mumford et al. (2012). Divergent thinking generates ideas by combining disparate forms of information in new ways, while convergent thinking generates one single solution to a problem (Addis, Pan, Musicaro, & Schacter, 2016). Divergent thinking leads to original ideas, but in order to become effective, convergent thinking is necessary to analyze and evaluate these original ideas (Baas & van der Maas, 2015). Creative task performance during divergent and convergent thinking is influenced by arousal. Arousal can be defined as vigilance and alertness while being awake (Carter, de Lecea, & Adamantidis, 2013). An inverted U-shape relationship between arousal and creative task performance reveals that very low or extremely high levels of arousal prohibit people from efficient creative activities, whereas moderate levels of arousal enhance creativity (Kim, 2006; de Dreu, Baas, & Nijstad, 2008; Seo, Bartunek, & Barrett, 2010). Arousal is caused by the release of noradrenaline and dopamine in the cortical circuitry due to a link between working memory function and the Locus Coeruleus-norepinephrine system (LC-NE) (Dreisbach & Goschke, 2004). During periods of extremely high arousal, attentional selection becomes so restricted that particular cues cannot be processed, while periods of very low arousal lead to drowsiness and inattention (Gilzenrat, Nieuwenhuis, Jepma, & Cohen, 2010). CREATIVITY THROUGH THE EYES 4 Instead, focusing on the LC-NE modes during different control states can identify the multifaceted effects of arousal on creative performance (Gilzenrat et al., 2010). Recent studies found evidence that LC-NE activity mediates changes between exploitation and exploratory control states (Jepma & Nieuwenhuis, 2011; Gilzenrat et al., 2010; Hayes & Petrov, 2016). An exploitation control state is accompanied by enhanced performance and focus on a current task, whereas an exploratory control state enhances engagement on non-task related information. The adaptive gain theory implies that an exploitation state is accompanied by the phasic mode of the LC-NE, whereas an exploratory control state is accompanied by the tonic mode of the LC-NE (Jepma & Nieuwenhuis, 2011; Gilzenrat et al., 2010; Hayes & Petrov, 2016; Aston-Jones & Cohen, 2005). A tonic LC-NE mode is characterized by an increased baseline pupil diameter and enhanced engagement on non-task related information (i.e. exploration). Conversely, a phasic LC-NE mode is characterized by a decreased baseline pupil diameter and enhanced engagement in the current task (i.e. exploitation). Despite these findings, no studies examined whether creative performance could be predicted based on LC-NE modes via pupil diameters. It could be assumed that phasic and tonic LC-NE modes can provide a new perspective in the role of arousal during creative thought. An exploratory control state, predicted by a tonic LC-NE mode, contributes to divergent thinking by disengaging from the current task and increasing cognitive flexibility (Jepma & Nieuwenhuis, 2008). Evaluating and planning original ideas is a convergent process in which individuals convert several original ideas into one effective plan. An exploitation control state, predicted by a phasic LC-NE mode, contributes to convergent thinking by focusing and increasing performance on the current task. Preliminary research showed that reduced activity in the LC-NE predicted divergent thinking, whereas increased activity in the LC-NE predicted convergent thinking (Heilman, 2016; Heilman, Nadeau, & Beversdorf, 2003). However, to the knowledge of this author no previous studies have shown whether LC- NE modes, monitored by pupil diameters can predict creative task performance. It is assumed that changes in the LC-NE modes predict the creative task performance of an individual. Consequently, the following research question underlines this study: “Do phasic and tonic LC-NE modes predict creative task performance during divergent and convergent phases in the creative process in different ways?” CREATIVITY THROUGH THE EYES 5 This research is deemed scientifically relevant for the following reasons. First, this research seeks to fill the gap of knowledge between the synergy of the LC-NE and creative task performance. To date, there has been research on examining and identifying individuals’ creative task performance (Mumford et al., 2012; Kuncel, Hezlett, & Ones, 2004; Baas, Roskes, Sligte, Nijstad, & de Dreu, 2013). It is revealed that LC-NE activity is related to the diameter of an individual’s pupils. None of these studies examined the prediction of tonic and phasic LC-NE modes on divergent and convergent phases in the creative process via pupil diameters. This study aims at providing evidence for the involvement of LC-NE modes on creative task performance as well as introducing an additional measure for creative task performance. Second, this study is conducted within a context of high external validity. As the contribution to society is an important aspect of creativity, this study is based on a realistic corporate issue. Therefore, the practical effectiveness of the solutions is addressed in this study. This research also has societal relevance as creative task performance is highly required in hypercompetitive markets (Kaufman & Sternberg, 2010; Harvey and Novicevic, 2002). Therefore, it is important to understand creativity and how it can be strengthened and assessed. By understanding the link between LC-NE activity and creativity, people can be trained to utilize creative task performance in order to increase competitiveness and become more valuable for organizations. In addition, organizations are already assessing potential candidates on their creative task performance (Oldham & Cummings, 1996). This study aims to assess creativity more effectively and can therefore be useful to organizations in order to find employees who can contribute to the competitiveness, problem solving capabilities and growth (Kotler et al., 2009). This thesis is structured in the following way. The theoretical framework provides an in-depth exploration of the key concepts ‘creativity’, and the ‘creative process’. Furthermore, literature regarding ‘exploration and exploitation control states’ and the relation with ‘phasic and tonic modes’ will be explored and applied. The third chapter explains the method for this research in terms