Evaluative aspects of creative thought: Effects of appraisal and revision standards

Recent research has begun to stress the influence of evaluation on creative thought. The authors begin this article by arguing that the evaluation of new ideas is a complex process involving forecasting, appraisal, and revision, where different standards might be applied to different ideas during appraisal and revision. The influence of appraisal and revision standards on creative problem solving was examined by asking 148 undergraduates to appraise and revise highly original, original, and nonoriginal ideas generated for an advertising campaign under conditions in which the standards to be applied stressed the generation of new ideas or under conditions in which the standards to be applied stressed efficiency of current operations. It was found that better plans for these advertising campaigns were obtained when generative, or innovative, criteria were applied to less original ideas and when implementation efficiency, or operating, criteria were applied to more original ideas. It was concluded that evaluation may serve to remediate deficiencies in ideas but that the standards applied must vary with the nature of the idea and the context in which it is to be implemented.