Are Creative Ideas Novel and Useful?

It is a central assumption in creativity theory that the creativity of an idea is defined by its novelty and usefulness. The present study examined this notion by investigating how the perceived novelty and usefulness actually contribute to the overall evaluation of creativity. We collected responses to a verbal and a figural divergent thinking task in a sample of 1,500 participants. All ideas were evaluated for novelty, usefulness, or creativity by a total of 18 independent judges. Results generally indicate a greater importance of novelty than usefulness in the prediction of creativity scores. Novelty and usefulness interacted significantly in the prediction of creativity both as a linear and as a nonlinear term. An examination of the interaction between novelty and usefulness suggests that usefulness is predictive of creativity only within highly novel ideas. In conclusion, novelty can be regarded as a first-order criterion and usefulness as a second-order criterion of creativity: If an idea is not novel its usefulness does not matter much, but if an idea is novel its usefulness will additionally determine its actual creativity.