Beneficial and detrimental modeling effects on creative response production.

Enhancement of creativity through various educational "training" methods or external factors fostering creative production has long been demonstrated. The assumption has been that creativity exists as a given quantity in trait form, or that progressive learning takes place. Social observational modeling is investigated here as a technique that can both increase and decrease level of creative production in the individual despite every opportunity presented to respond freely and without (a) resort to any direct education or reinforcement methods or (b) the presence of environmental constraints. One hundred and twenty female university students were assessed for creativity on one figural and one verbal task of the Torrance Tests of Creative Thinking and the components of fluence, flexibility, originality, and elaboration. Ss then observed either high, low, or no figural creative model performance based on normative responses of past Ss and were reassessed on alternate test forms. Reassessment showed both predicted increases and decreases in component verbal creativity scores.