Regressive Imagery in Creative Problem-Solving: Comparing Verbal Protocols of Expert and Novice Visual Artists and Computer Programmers

We applied computer-based text analyses of regressive imagery to verbal protocols of individuals engaged in creative problem-solving in two domains: visual art (23 experts, 23 novices) and computer programming (14 experts, 14 novices). Percentages of words involving primary process and secondary process thought, plus emotion-related words, were tabulated. Visual art protocols were higher in primary process thought and emotion-related words; those from programming were higher in secondary process thought. Almost no main effects of expertise or interactions were found. Correlations between the measures (particularly those involving emotion-related words) also varied as a function of task. This pattern suggests cognitive processes vary considerably across different creative problem-solving tasks or domains, and that a more domain-specific approach to creative cognition may be advisable. Further implications for integrating and consolidating some extant lines of creativity research are discussed.