Creativity Under Concurrent and Sequential Task Conditions

Two experiments were conducted to investigate creativity for realistic divergent thinking problems, under concurrent and sequential task conditions (CTC and STC, respectively). Creativity was judged on divergence, novelty, appropriateness, and fluency of solutions. Results of Experiment I revealed that creativity was significantly higher under CTC than under STC. Embedded Figures Test was employed to rule out a possible alternative explanation that better performance under CTC is due to difference in creative potential between individuals participating under the two task conditions. Experiment II employed a control group to investigate whether difference in creative performance under the two conditions is due to a facilitation effect or a distraction effect, as compared to the control condition. Results showed a significant distraction effect under STC, and indicated, though not significant, a facilitation effect under CTC. Findings are understood in light of the associative theories of creativity, which highlight the role of attentional mechanisms in the creative process. Some indexes for measuring creative performance on realistic divergent thinking tasks are validated against conventional measures.