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Moments of insight, a phenomenon of creative cognition in which an idea suddenly emerges into awareness as an "Aha!" are often reported to be affectively positive experiences. We tested the hypothesis that problem-solving by insight is accompanied by neural reward processing. We recorded high-density EEGs while participants solved a series of anagrams. For each solution, they reported whether the answer had occurred to them as a sudden insight or whether they had derived it deliberately and incrementally (i.e., "analytically'). Afterwards, they filled out a questionnaire that measures general dispositional reward sensitivity. We computed the time-frequency representations of the EEGs for trials with insight (I) solutions and trials with analytic (A) solutions and subtracted them to obtain an I-A time-frequency representation for each electrode. Statistical Parametric Mapping (SPM) analyses tested for significant I-A and reward-sensitivity effects. SPM revealed the time, frequency, and scalp locations of several I > A effects. No A > I effect was observed. The primary neural correlate of insight was a burst of (I > A) gamma-band oscillatory activity over prefrontal cortex approximately 500 ms before participants pressed a button to indicate that they had solved the problem. We correlated the I-A time-frequency representation with reward sensitivity to discover insight-related effects that were modulated by reward sensitivity. This revealed a separate anterior prefrontal burst of gamma-band activity, approximately 100 ms after the primary I-A insight effect, which we interpreted to be an insight-related reward signal. This interpretation was supported by source reconstruction showing that this signal was generated in part by orbitofrontal cortex, a region associated with reward learning and hedonically pleasurable experiences such as food, positive social experiences, addictive drugs, and orgasm. These findings support the notion that for many people insight is rewarding. Additionally, these results may explain why many people choose to engage in insight-generating recreational and vocational activities such as solving puzzles, reading murder mysteries, creating inventions, or doing research. This insight-related reward signal may be a manifestation of an evolutionarily adaptive mechanism for the reinforcement of exploration, problem solving, and creative cognition.
Oh et al. (Mon,) studied this question.