Creative spark or overthinking? The synergistic effects of free and controlled associations on creativity

This study examines the dual-process role of associative thinking in creative cognition, focusing on the effects of free and controlled associations on divergent thinking (DT), creative self-concept, openness, and creative behavior. A multi-timepoint design collected data from 384 participants at Time 1 (T1) for free and controlled association tasks and DT, and from 267 participants at Time 2 (T2) for creative self-concept, openness, and creative behavior assessments. Structural equation modeling revealed that both associations positively predicted DT originality and switch distance, but controlled association negatively impacted DT fluency. Regression analyses showed that associative abilities did not directly predict creative behaviors and controlled association negatively impacted creative self-efficacy. Instead, these traits were primarily predicted by the quantity of DT responses. Exploratory analyses revealed that the quantity of DT responses mediated the negative impact of T1 controlled association on T2 creative self-efficacy, selfidentity, openness, and behavior. On the other hand, the quality of DT responses mediated the positive effect of controlled association on T2 creative behavior. These findings support the dualprocess perspective of associative theory and highlight the greater influence of associative processes in the early stages of creative thinking.