Practice 3: Amplify Creative Associations of Knowledge Fragments

  • Ann MajchrzakEmail author
  • Arvind Malhotra


Innovative ideas were more likely to be preceded by creative associations, than any other type of knowledge. Creative associations are personal experiences a participant might have had with a similar problem in a different context, or conflicting objectives a participant believes must be solved by any proposed solution. Creative associations have a twofold inspirational value. First, they inspire others to post their own creative associations, thus amplifying the number of creative associations available for anyone reading the posts. Second, they inspire the creation of innovative ideas by helping participants make connections in their own minds that spur creative discovery. This effect only works when the creative associations are present in the most recent five posts prior to the innovative idea; posts further back are ignored.


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.University of Southern CaliforniaLos AngelesUSA
  2. 2.University of North CarolinaChapel HillUSA

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