Creativity and change of context: The influence of object-context (in)congruency on cognitive flexibility

Specific environmental features, such as natural settings or spatial design, can foster creativity. The effect of object-context congruency on creativity has not yet been investigated. While congruence between an object and its visual context provides meaning to the object, it may hamper due mental fixation effects. In current study, virtual reality technology (VR) was employed examine hypothesis that people display more cognitive flexibility - a key element creativity, representing ability overcome when thinking about while being in incongruent than congruent environment. Participants (N = 184) performed Alternative Uses Task, which they had name many uses for book possible, immersed environment either (i.e., places where you would expect book; e.g., library living room; n 91) is expected; clothing store car workshop; 93). (in)congruency also assessed three other indices creativity: fluency number ideas generated), originality usefulness. line with our hypothesis, participants scored higher pure Moreover, condition generated original ideas. theoretical practical implications findings are discussed.