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Lay People’s Beliefs About Creativity: Evidence for an Insight Bias

B. J. Lucas & L. F. Nordgren

April 1, 2022

Creative ideas are generated by two cognitive pathways: insight (the effortless/unexpected comprehension of new ideas & solutions- the ‘A-ha!’ moment) & persistence (effortful, deliberate, & sustained search for creative solutions). People undervalue persistence & overvalue insight.

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