Evaluation standards regulate the generation and selection of novel ideas in creative behaviors: insights from individual differences in event-related potentials

Evaluation is generally considered to occur after the generation of novel ideas to select truly creative ideas; however, evaluation may occur concurrently with the generation and regulate its efficiency. To test this hypothesis, 120 participants who held strict, moderate, or loose evaluation standards were grouped, and neural responses related to novel idea generation were compared retrospectively. The results showed that lower N400 amplitudes and greater LSP amplitudes were simultaneously elicited by objectively defined novel and usable options than by novel but unusable options among participants with moderate standards but not among participants with strict or loose standards. Evaluation standards influence the efficiency of novel idea generation; neither strict nor loose evaluation standards are conducive to fully resolving cognitive conflicts and generating novel ideas. Moreover, lower N400 amplitudes and greater LSP amplitudes were simultaneously elicited by the subjectively rated novel and usable option than by the novel but unusable option among participants with strict and moderate standards but not among participants with loose standards. Evaluation standards influence the selection among the generated ideas; participants in the strict and moderate groups made a wise choice based on the degree of conflict resolution, whereas participants in the loose group did not.