Monday

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Monday

• The concept of creativity

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The object of definition

• PPPP approach (Mooney)
• Product
• Person
• Process
• Press
• PPPE ? environment

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Creative product

• If something is creative, it is both
• new
• valuable (or at least appropriate)
• Noncreative products are
• New but worthless
• Valuable but lacking novelty
• Worthless and lacking novelty

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Values and domains of creativity

• Values Goal Domain
• cognitive truth science
• esthetic beauty art
• pragmatic usefulness technology
• ethical goodness politics

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Morris I. Steins definition

• Creativity is a process leading to a new product
  that is acceptable as useful or tenable for a
  group of persons during some period of time
• Relativism
• social
• cultural
• historic
• Pieces of work become creative and may lose this
  attribute

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Creativity as an attribute of the person

• Elitist approach
• uppercase CREATIVITY
• Genius, eminence, high achievement
• Egalitarian approach
• lowercase creativity
• just a trait (everybody has it)

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Distribution of creativity as a trait
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Potential creativity

• Creativity without masterpieces
• Symptoms
• Curiosity, explorative behavior, putting
  questions
• Remote associations
• Rejection of superficial explanations
• Visual thinking
• The use of analogy and metaphor
• .......

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Levels of creativity

• Fluid creativity
• Idea generation
• Crystallized creativity
• Solution of a problem, attainment of a goal
• Mature creativity
• Solution of an important problem
• Eminent creativity
• Fundamental (paradigmatic) change

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The dimension of time

• p
• sec min hour week month year 10 y
  20 y
• t

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Factors influencing the temporal factor

• Inwestment (Sternberg Lubart)
• Expert knowledge acquisition
• Leadership ability (Simonton)
• Maturation of recipients

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Criteria of creativity

• Explicit
• well-defined
• operationalized
• Implicit
• intuitional
• not verbalized

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Explicit criteria

• Criteria of high achievement
• Simontons approach how to measure originality
  of a composer?
• J. P. Guilfords approach
• fluency
• flexibility
• originality
• (elaboration)

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Guilfords tests

• Unusual Uses
• How can we use
• a brick
• a broom
• ........
• Consequences
• What would happen if
• people had three legs
• we had to pay checks for laughing
• ........

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Implicit criteria

• Consensual assessment
• Teresa Amabile a product or behavior is creative
  if appropriately chosen observers agree for that
• Emotional criteria
• Jerome Bruner creative piece of work leads us to
  effective surprise

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Cognitive science perspective

• Creativity as a process
• Peculiarities of creative cognition
• perception
• thinking
• memory
• Categorization
• Knowledge structures
• .....
• No need for individual assessment

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The Geneplore model

• Finke, Ward Smith(1992)
• Creative cognition approach
• Geneplore generation exploration
• The notion of preinventive structure

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General scheme
generation of preinventive structures
expansion interpretation
Constraints
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Generative processes

• Generate preinventive structures
• Six groups
• memory retrieval
• association
• synthesis (mental blends)
• new concepts
• transfer of knowledge
• category reduction
• (e.g., rose as a flavor generator)

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Example what can we do with these elements?

• 
  T

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Constraints

• Marketing advertisement domain
• Metaphorical meaning
• Synthesis of elements

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Product
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Interpretation

• Logo of
• golfing club
• wine lovers club
• pregnancy treatment center
• ???

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The creative interaction approach

• Goal
• Tentative structure
• Mutual and continual influence
• Strategies
• Obstacles

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Creative strategies (examples)

• The germ strategy
• Start with any idea, then work on it
• The guiding emotion strategy
• warm feeling of being right (Gordon)
• cold feeling of being wrong
• The vicarious problem strategy
• Think about something similar and borrow ideas

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Obstacles

• Cognitive
• mental set
• frame of reference
• Emotional
• anxiety
• low tolerance for ambiguity
• Social
• external pressures
• shame

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Four dots problem
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Bad solutions
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Good solution
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Creative solution
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Conclusions

• Creative cognition is just cognition
• Peculiarities refer to the way a process is
  executed and controlled
• The level of creativity decides on the
  organization of the creative process