Unraveling Effects of Novelty on Creativity

Novelty is inherent to creative processes. A positive effect of novelty on creative task performance was therefore predicted. However, creativity can benefit from divergent, as well as convergent thinking. Subsequently, novelty may benefit creative performance when divergent thinking is required, but it could inhibit creative performance when convergent thinking is required. In Study 1, participants were primed with novelty or familiarity, and performed a creativity task that required divergent thinking. Results showed a beneficial effect of novelty priming on originality of the answers. In Study 2, a creativity task that required convergent thinking was framed as novel, familiar, or neutral. Results showed an inhibitory effect of novelty on creativity. Results are related to information processing styles, and implications for creativity and novelty research are discussed.