Improving the Creative Process: Analysis of the Effects of Divergent Thinking Techniques and Domain Specific Knowledge on Creativity

By Kilgour, Mark | International Journal of Business and Society, July 2006 | Go to article overview

Improving the Creative Process: Analysis of the Effects of Divergent Thinking Techniques and Domain Specific Knowledge on Creativity


Kilgour, Mark, International Journal of Business and Society


ABSTRACT

Although creativity may be a subjective construct that we can not evaluate independently of the domain, we may be able to objectively measure a person's creative thinking processes. The difficulty is that current tests are unable to provide consistent evaluations of individual creative thinking abilities with strong external validity. It is contended that this may be due in part to the measurement constructs being a measure of cognitive processing strategy choice rather than inherent creative thinking abilities alone. Additionally, domain specific knowledge factors may influence creative thinking processes and measures. This article combines a review of the literature with the findings of qualitative research undertaken at two of the world's leading advertising agencies to identify whether creative thinking techniques, and domain specific knowledge when primed, are key factors influencing creative outcomes. Finally, it develops a creative thinking research instrument that incorporates the findings. Factor and regression analyses were undertaken on the quantitative data with 10 variables loading onto two factors and accounting for more than 60% of the variance explained. Further findings and implications are discussed in the article.

Keywords: Creativity; Thinking techniques; Domain specific knowledge.

I. INTRODUCTION

As we move into the current century there are few processes that are more important for us to understand than the creative process. Our creative ability sets us apart from the other creatures of this planet and holds the key to our continued success at the individual, organizational, and societal levels. Facing rapid change from multiple global sources of competition, organizations, and even entire economies, are realizing the need for innovation and adaptability. In order to nurture innovation we must have an understanding of the creative process.

Despite its importance the field of creative thinking is still relatively young and there are many issues of continued contention that are yet to be fully explored. The creative thinking process itself is still poorly understood and generates considerable debate. "One of the few points of agreement in the relevant literature is that creativity is multifaceted" (Runco & Charles, 1992, p.537). Arguably, the most important area that requires consensus in the creative thinking literature is the measurement of individual creative ability.

One of the biggest difficulties in the creative thinking literature is the lack of an instrument that can accurately measure, with any degree of external validity, what is commonly regarded to be a multifaceted construct. Given the need to understand both inherent and learnt associative abilities, the aims of this research were to: a) explore the contention that domain, inherent, and learned associative abilities are essential to creative thinking, b) to begin the complex process of developing a model of this process, and c) to develop a measure to test this model.

II. LITERATURE REVIEW

In developing a measure one must first define the concept to be measured and its various constructs. Historically there has been little understanding of the word creative or its importance. Since Guilford (1968) sparked renewed interest in the area there has been significant research aimed at providing more meaning to the word. While there is still no consensus in the definition of the term creativity, almost all definitions contain the concept of originality. As far back as the 1950's Bruner (1957), defined creativity as 'effective surprise', and, as stated by Runco and Charles (1992), "Of the various facets of creativity, originality is probably the most widely recognized" (Runco & Charles, 1992, p.537).

The originality view of creativity causes a problem, namely, any idea, no matter how bizarre and inappropriate to the situation, would be encompassed by the definition.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Improving the Creative Process: Analysis of the Effects of Divergent Thinking Techniques and Domain Specific Knowledge on Creativity
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.