Understanding How Creative Thinking Skills, Attitudes and Behaviors Work Together: A Causal Process Model

Abstract

Managers (N = 112) from a large international consumer goods manufacturer participated in a field experiment in which they learned and applied the Simplex process of creative thinking to solve real management problems. The interrelationships among six attitudinal and behavioral skill variables learned during the training were measured to improve understanding of how these variables contribute to the process. Predicted relationships were tested and a best‐fit causal model was developed. Behavioral skill in generating quantity of options was the most important variable overall: it was directly associated with behavioral skill in both generating quality options and evaluating options. The key attitudinal skill and the second most important variable overall was the preference for avoiding premature evaluation of options (deferral of judgment). The other attitude measured, the preference for active divergence, played only an indirect role in the process.