Abstract

Creative idea generation is the source of amazing novel insights and original products, which enrich everyday life and represent valuable contributions to arts and sciences. But how does the brain produce creative ideas? This question has been addressed in cognitive neuroscience research by measuring the brain activation during creative idea generation using different techniques such as EEG and MRI. This chapter introduces some of the key findings in this field: What is the functional role of alpha activity during creative thought? What brain activation is associated with the generation of novel ideas? How do large-scale brain networks interact during creative performance? These findings are integrated into a neurocognitive process model, which proposes that retrieval, integration/simulation and evaluation represent central, distinguishable neurocognitive processes underlying creative idea generation.