Effects of continuous and discontinuous non-relevant stimulus on creativity

Innovation is made of different tasks from strategic positioning to the first phases production. One main activities generation ideas through creativity phases. These are carried out in numerous conditions and with tools having more or less context interactions. This study focuses on influence non-relevant stimuli composing our environment cognitive load creativity. experiment consists two which consisted providing answers a given question using visuo-spatial audio-verbal area, three stimulus appearance conditions: without, continuous, discontinuous. For task, participants have illustrate their an immersive drawing software. answer simple text editor Regarding results indicate that discontinuous had decreased number per participant. writing increased intrinsic extraneous load. reveals under elements environment, tool used task.