Sticky Tradition Impedes Selection of Creative Ideas

Creativity is a driving force for human development and has fascinated scholars for centuries. Surprisingly little is known about the cognitive underpinnings of putting creative ideas into action, however. To shed light on this part of the creative process, we tracked how hand movements unfolded when choosing between either a traditional or a creative use of a given object. Participants could freely decide between both options (Experiment 1, N = 51 adults) or were prompted to select a specific use (Experiment 2, N = 51 adults). Temporal as well as spatial measures of action unfolding revealed behavior to be strongly biased toward traditional options when choosing an available, more creative option eventually. Creative behavior thus comprises two obstacles: not only coming up with new ideas, but also overcoming a lasting bias toward using old ones.