Creativity Is Optimal Novelty and Maximal Positive Affect: A New Definition Based on the Spreading Activation Model

Creativity is commonly defined as a process that leads to a novel and useful outcome (an idea, product, or expression). However, two dilemmas about this definition remain unresolved: (1) A strict application of usefulness is difficult to apply to artistic works: who decides what artwork is useful, and how it is useful? (2) The implied boundary conditions of novelty are problematic: The default perspective is that novelty has a monotonic increasing relationship with creativity, or it is categorical—i.e., novel or not. To address these dilemmas, this paper proposes a spreading activation model of creativity (SAMOC), a model built on a brain-architecture-inspired vast interconnected network of nodes, each node representing information, and assigned meanings through interaction with the environment. Nodes are linked to each other according to principles of temporal contiguity (linking objects/events in time) and similarity (linking objects/events by shared features). A node activated by attention spreads through the network through previously linked nodes. Nodes that are well connected activate each other easily, while those that are weakly connected do not. Net total activation corresponds to positive affect (e.g., pleasure), and this is proposed as an essential criteria for a creative work of art, instead of usefulness. SAMOC also predicts that creativity will be optimized at an intermediate, not extreme, level of novelty. Too much activation will occur with the activation of preexisting ideas (hence reproduction rather than creativity), and too much novelty will not produce spread of activation. The two functions (spreading activation and the novelty curve) are superposed to demonstrate this optimal novelty hypothesis. Early evidence of the hypothesis comes from the data that some great works of art were critically rejected at premiers (suggesting excessive novelty), but after sufficient repetition (and therefore linking) became suitably associated and commenced generating activation. The hypothesis has important implications for future empirical research programs on creativity, and for the definition of creativity itself.