Creative Potential Peaks During Ovulation: A By‐Product of Physiological Arousal

Recent studies suggest that women's divergent thinking, an indicator of creative potential, peaks during ovulation, potentially as a signal to attract mates. However, given that arousal is a key factor facilitating creative cognition, this increase may be a by‐product of general heightened arousal during ovulation. This hypothesis has not been fully explored, as most research relies on self‐reported measures of arousal, which is a significant limitation. Thus, the role of arousal in linking ovulation to divergent thinking remains unclear. To address this question, we conducted an intraindividual study measuring electrodermal activity (EDA) as a physiological indicator of arousal. Women of reproductive age ( N = 69) participated in four sessions involving divergent thinking tasks across different phases of their menstrual cycle. Results indicate that electrodermal reactivity mediates the relationship between menstrual cycle phases and the originality of ideas. Additionally, reducing arousal through relaxation during ovulation decreased idea originality. These findings support the hypothesis that increased state‐dependent creative potential during ovulation may be a by‐product of heightened arousal.