Tag Archives: avoidance

Attitudes that enhance vs. limit broad creative thinking


What motivates you as you go about your life? Is your attitude more of approach or avoidance, the willingness to go for a reward or the desire to avoid harm?

I know it isn’t strictly either/or for anyone, but it’s helpful to think of your motivations in different situations and how they affect your thought processes, including your creativity and memory.

I came across an interesting study from 2001, The Effects of Promotion and Prevention Cues on Creativity. It centers on an experimental set-up where you have to get a cartoon mouse out of a maze by finding a route through the maze to the exit.

In one condition, there was a piece of cheese drawn outside of the maze, suggesting that if you successfully found the correct route out, the mouse would get the cheese. This condition was meant to evoke a style of thinking focused more on promotion: you complete a task in order to attain something new and nurturing.

In another condition, there wasn’t any cheese; instead, an owl hovered above the maze, making you think that if the mouse didn’t get out, the owl would eat it. The style of thinking evoked here was based on prevention: more about risk aversion and vigilance, avoiding bad outcomes.

So what happened in the experiment? The participants did well on solving the mazes (one would hope, given they were college students), but the interesting difference between participants who were in the promotion vs. prevention condition emerged later, when they were all given another task to complete. In one version of the experiment, they got a task that required them to detect images of simple objects embedded in a noisy visual. In another version, they had to come up with a list of ways that they could use a brick. In yet another, they had to complete word fragments by coming up with whole words that matched.

Independently of how much they enjoyed any given task, it seemed that overall, the participants in the promotion group were able to think more broadly and more creatively during the follow-up tasks. In contrast, an attitude of avoidance/prevention tended to make their thinking narrower. (And this wasn’t even tied to anything personal – the participants themselves weren’t going to enjoy the cheese or avoid a monster owl about to attack them, though they may have identified with the mouse; basically they were just cued into thinking within a certain framework, promotion vs. prevention).

You always have to be cautious when applying the results of one study to day-to-day life, but this does get me thinking about the implications. I’m more in the habit of avoidance than approach, which I don’t think always serves me well; while I don’t want to change this orientation completely, I don’t want to skew too much towards it either. Having risk-avoidance as a dominant approach may not be good in the long-run, in terms of thinking big and developing ideas creatively over time; it might limit you more to narrower, tried-and-tested paths.