Creativity as Flexible Cognitive Control

Creative individuals have been described in terms suggestive of greater automatic processing (e.g., defocused attention, looser associations) and greater controlled processing (e.g., greater abilities to focus while working on a creative task). Both views cannot be correct from a static ability-related perspective. On the other hand, both views could be correct if creative individuals are better able to modulate the functioning of their cognitive control system in a context-sensitive manner. The present study (N = 50) assessed individual differences in creativity in terms of original responses on the Torrance Test of Creative Thinking (Torrance, 1974) and also in terms of creative behavior on the Creative Achievement Questionnaire (Carson, Peterson, & Higgins, 2005). The same participants performed a color word Stroop task. Creative individuals were neither more nor less capable of overriding cognitive conflicts on incongruent (relative to congruent) Stroop trials. On the other hand, creative individuals displayed more flexible cognitive control, as defined by greater cognitive control modulation from trial to trial. Implications for theories of creativity and its underlying processing basis are discussed.