Creativity and the need for novelty.

An experiment designed to demonstrate the reinforcing properties of associative novelty for creative Ss. 60 undergraduates were separated into high (HC) and low (LC) creativity groups on the basis of their scores on the Remote Associates Test. Ss were then presented with a series of pairs of words (each pair containing a noun and a nonnoun) and asked to choose the word they preferred. The choice of a noun was followed by a novel association to that noun. Nonnoun choices were followed by common associations. The HC group significantly increased and the LC group significantly decreased the frequency of their noun choices over the series of pairs. The results support the need for novelty hypothesis. (PsycINFO Database Record (c) 2010 APA, all rights reserved)