Word Association and Creativity

The relationship between the tendency to opposite responding on word-association tests and creativity or originality was tested in this experiment. Standard word-association stimuli are administered individually to Ss identified as high and low in creativity, and responses are timed. That rapid opposite responding is significantly greater in highly creative Ss supports the hypothesis that the capacity to conceive and utilize one or more contradictory or opposite concepts, ideas or images simultaneously is associated with creativity (Janusian thinking). This finding also indicates that uncommon responses are not necessarily associated with creativity, as has been assumed in word-association originality studies, and it helps account for the lack of consistency in studies based on commonality of response.