| Creating and Innovation drives the progress of human civilization.One of the most important problems is how to evaluate the creative of product scientifically and accurately.We considered that the main problem in research of creative product evaluation was the lack of understanding of the cognitive mechanism.To solve this problem,it is necessary to start with the scientific definition of creativity and analyze the criterion and cognitive process of creative evaluation.Creative evaluation is essentially personal subjective evaluation,it is the comprehensive estimation process based on the rater’s self-understanding of creative.It relates to three problems: 1)How much do people depend on the two essential attributes(novelty and value)in creative evaluation? 2)Do people use different criterions in different domains? 3)How much do people depend on the dual-process system(i.e.,intuitive processing and rational intuitive processing).Previous studies have not yet demonstrated these three problems systematically,so this study aims to explore these questions by a three stages framework of understanding,judging,and scoring creative products.In particular,this study explored the role of novelty and value(i.e.,include use value,aesthetic value,and social value)in three aspects of creative evaluation including implicit theory of creative product,creative judgment,and creative scoring.Meanwhile,we investigated the role of the processing mode in creative evaluation.There are three parts including six studies in this paper.The first part of the study used paradigms of semantic network construction(Study 1)and free association(Study 2)to explore the general structure of the implicit theory of creative product and domain-specific structure.Study 1 aimed to explore the general structure of the implicit theory of creative products.The semantic network construction paradigm and community partition algorithm were used to explore the structure of the implicit theory.Results showed that the network can be classified into six sub-networks,three sub-networks were related to novelty,and the other three subnetworks represented social value,outstanding achievement,and diversification.Study 2 aimed to explore domain-specific structure of the implicit theory of creative product.This study used the data from the pre-study of study1.The data were collected by the free association paradigm which requires participants to use different words to describe the creative product in 12 different domains,as many as they can.And the collected words were categorized into four classes: “novelty”,“use value”,“aesthetic value” and “social value”.Then counted the frequency of different classes as mentioned level.Results showed that implicit theories of creative products in different domains had different structures;The difference exists in the type and number of core-value.The second part used the paradigm of creative judgment(Study 3 and Study 4)to explore the deterministic process in creative judgment.Study 3 aimed to explore what kinds of feature combinations would be recognized as “creative”(i.e.,typical representation of the creative product).Results showed that typical representation of the creative product was constructed by novelty and the domain core-value(e.g.,aesthetic value in art).Participants were more likely to judge the product with both high novelty and high domain core value as creative product and took less time to judge.Study 4 aimed to explore the effect of novelty level,and types of value on the creative recognition threshold in different domains.This study used the minimalchange method,and measured the creative recognition threshold by changing the product’s value level in different novelty conditions.The final value level was used as the difficulty level of creative judgment.Results showed that the lower the product was novel,the lower people recognized this product as creative.And the higher the product was novel,the lower the difficulty degree was.Compared to the condition of being presented with the domain core value,participants were earlier to judge the product’s creative when being presented with domain non-core-value(e.g.,use value in art).The third part used the paradigm of creative scoring to explore the information selection and integration process in the creative evaluation.Study 5 aimed to explore how the rater integrates novelty and different values into a combined creative score.A new dependent variable called creative-feature dependency was introduced in this study,it reflects the degree that people rely on the factor in the creative evaluation.Results showed that people more relied on novelty in creative evaluation.Compared to the condition of being presented with the domain core value,participants showed less dependency when being presented with the domain non-core value.Study 6aimed to explore the role of rational processing in the integration of creative evaluation.A between-participants design was used in this study,the processing mode was manipulated by the introduction(i.e.,rationality processing or.intuition processing).Results showed that participants showed more dependency on value in the rationality condition,and showed more evaluation confidence in the rationality condition compared as the intuition condition.In summary,the conclusions of this paper are as follows: 1)Novelty is regarded as a prerequisite and necessary factor in creative evaluation;2)People sum the novelty and value level to assess creative product;3)People depend on domain core-value and neglect domain non-core-value in creative evaluation;4)Rationality processing makes people rely more on value and improve their confidence in creative evaluation.These conclusions are complementary to the functions of novelty and value in creative evaluation in theory,bridging the gap between creative definition and creative assessment.Providing some empirical evidence for how to assess the product’s creative scientifically and accurately.In addition,this paper also contributes to innovation practice,for example,our results suggest that the creator should introduce their works in appropriate ways based on the domain feature to be accepted by other people. |
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