Controlling stimulus ambiguity reduces spurious creative ideation variance in a cyclic adaptation of the alternative uses task

Abstract In the alternative uses task (AUT), a well-established creativity assessment, participants propose alternative uses for common items (e.g., a brick) within a 2–3 min timeframe. While idea evaluation is likely involved, the emphasis is strongly on idea generation. Here, we test the value of presenting a word overlapping an image compared to a word only prompt, and we introduce a cyclic adaptation of the AUT explicitly calling on participants to choose their best idea. In Experiment 1, as compared to word only, word + image prompts increased idea fluency but reduced idea originality and variability within a group of native Polish speakers. Thus, word + image prompts improve AUT baselining. In Experiment 2, different participants produced as many ideas as possible within two minutes (List) or their single best idea at the end of each of three 30 s ideation cycles (Cycle). Although originality did not differ between List and Cycle overall, the first three ideas in List were rated as less creative than the ideas in Cycle. Overall, we conclude that using disambiguating images reduces spurious interindividual variability in the AUT while introducing idea evaluation in the task allows us to assess creativity beyond idea generation.