Differential Effects of Expected External Evaluation on Different Parts of the Creative Idea Production Process and on Final Product Creativity

Effects of external evaluation expectation on two parts of the creative idea production process (i.e., variation and selective retention) and on final product creativity were examined in this study. Results from a laboratory study (N=73) showed that evaluation expectation exerted different effects on variation and selective retention. During variation, individuals who expected external evaluation generated fewer numbers of ideas. On the other hand, during selective retention, individuals who expected external evaluation performed better in improving idea appropriateness. Finally, individuals who expected evaluation only during selective retention produced the most creative ideas. These results provide a possible explanation for the inconsistent findings documented in the literature. Implications of these results for future research were discussed.