Since this time, things have not slowed down, and the sheer volume of research on creativity continues to increase. Martindale , C. ( 1999 ). Thus there are many different divergent thinking skills rather than a single divergent thinking skill. For this reason, and because creativity theories have historically been one-size-fits-all theories, domain general theories of creativity continue to have great appeal. Although the response must be new, it cannot be merely different; Research found that people were able to discern their more creative responses – and that people who were more open to experience were more likely to choose accurately. In contrast with macro-level innovation research, which focused essentially on contextual factors but disregarded the individual (e.g., Aiken & Hage, 1971), psychology research placed less emphasis on the context and more importance on identifying the characteristics of the creative individual. We sought a wide variety of contributors and commenters, both in terms of fields (we span psychology, biology, neuroscience, engineering, business, ecology, and education) and location (the contributors come from 12 countries). This focus on spontaneous illumination is most obviously present in the rich literature on creative insight, which reveals the ways in which new and useful ideas arise autonomously in the mind (though there is discussion of the role of controlled and volitional thought in insight; see Kounios & Beeman, 2014; Chein & Weisberg, 2014). Using the different types of motivation and problems, Unsworth created a matrix (pictured above) that broke down creativity into four arch-types: The main point these theories attempt to display is that creativity is a dynamic concept with a multitude of sub-types of creativity. Neuroscientific research has shown an increase in frontopolar cortex activation when individuals identify or generate more creative analogies (with higher creativity quantified by increased semantic distance between the constituent elements of an analogy; see Green, 2016 for a review; also see Kenett, 2018 for a review of quantitative measure of semantic distance in creativity research). For example, in Slepian and Ambady (2012), participants were asked to terminate their attempt if they could not produce a solution to a Remote Associates Test (RAT; REF) problem within 5 seconds, and this was done to “ensure that answers were discovered by connecting remotely associated concepts rather than by brute-force searching (see Dorfman, Shames, & Kihlstrom, 1996; Slepian, Weisbuch, Rutchick, Newman, & Ambady, 2010)” (p. 4). In his turn, Ross Mooney (1962) in his “Conceptual Model for Integrating Four Approaches to the Identification of Creative Talent,”also proposed to consider creativity through the prism of model 4 Ps (process, product, person, and environ… Most of the research that was conducted within this framework aimed to identify personality characteristics associated with creativity in different domains (e.g., Barron & Harrington, 1981; James & Asmus, 2000; MacKinnon, 1962). As the evidence surrounding the importance of interaction between associative and executive processing in creative thought continues to emerge, at both the behavioral and neural levels, many have articulated a need for dual-process theoretical frameworks that can more fully account for this interplay. Other theorists convey the brain controls levels of creativity, and mental illness has an impact on creative process. An implication of the investment theory of creativity is … This implies that in order to fully understand creativity, one has to consider the interplay between the person and the environment. Additionally, Unsworth made the distinction between innovation and creativity that I had not seen explained before. Creativity Theories Relevant to Innovation (Ref. Creativity testers will necessarily have to determine in which domain(s) of creativity they are interested, because under a domain-specific theory of creativity, general creative thinking skill becomes an empty construct. As noted above, self-report scales of creative behavior suggest more generality of creativity than do assessments of the creativity of actual creative products. Creativity theory is a set of models and concepts for explaining creativity, the act of creating something non-obvious that is unusually valuable. Several psychological theories on the process of creativity are chronicled. 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