Relative accessibility of domain knowledge and creativity: The effects of knowledge activation on the quantity and originality of generated ideas

In brainstorming research, quantity is assumed to breed quality. However, little is known about the cognitive mechanisms underlying this relationship. A parsimonious explanation assumes a random process, in which every idea has an equal chance of being a high-quality (original and feasible) idea. In contrast, a ‘deep exploration’ approach suggests that the originality (but not the feasibility) of generated ideas is dependent on the degree to which people engage in deep exploration of their knowledge. We conducted two experiments to test the latter hypothesis. Prior to a brainstorming task, participants were primed with subcategories of the brainstorming topic. Priming caused a higher relative productivity and average originality within the primed subcategory, but did not affect global productivity and originality across categories. This effect was replicated in dyadic interactions. These results support the deep exploration hypothesis, and suggest that the relationship between quantity and quality is more complex than has previously been assumed.