Rational Versus Intuitive Problem Solving: How Thinking "Off the Beaten Path" Can Stimulate Creativity

We compared the effects of rational versus intuitive problem solving on creativity. We argued that the relative effectiveness of these approaches depends upon an individual's typical thinking style such that individuals will be more creative when they adopt a problem-solving approach that differs from their typical style of thinking (e.g., individuals who avoid rational thinking will exhibit higher creativity when they are instructed to rely on rational problem solving). We tested this hypothesis in a sample of undergraduate students generating creative ideas in response to a real-world problem. In support of our hypothesis, we found that problem-solving approach and individual differences in thinking style interact such that creativity is highest when individuals use a nontypical problem-solving approach.