Sparking creativity: Encouraging creative idea generation through automatically generated word recommendations

Creative block is a familiar foe to any who attempt to create and is especially related to “writers block”. While significant effort has been focused on developing methods to break such blocks, it remains an active challenge. Here, we focus on the role of semantic memory structure in driving creative block, by having people get “stuck” in a certain part of their semantic memory network. We directly examine whether we can “pull out” a participant from where they got “stuck” in their semantic memory, breaking their creative impasse. Our Associative Creativity Sparker (ACS) is a cognitive network science-based online tool that aims to spark creative ideas and break creative impasse: Once a participant runs out of ideas in a creative idea generation task, word recommendations are suggested to prime new ideas. These word recommendations are either towards or away from previous ideas, as well as close or far from the target object, based on a conceptual space extracted from the participants responses using online text analysis. In Study 1, 121 participants use the ACS to generate creative alternative uses for five different objects and completed creativity and Gf tasks. In Study 2, we repeat the design of Study 1, but further examine the impact of writing experience on the ACS, by examining 120 novice and 120 experienced writers. Across both studies, our results indicate that the location of word recommendations affects the fluency and originality of one’s ideas, and that novice and experienced writers differently benefit from these word recommendations.