CLUSTER CONCEPT DYNAMICS LEADING TO CREATIVE IDEAS WITHOUT CRITICAL SLOWING DOWN

Y. Goldenberg (), S. Solomon () and D. Mazursky
Additional contact information
Y. Goldenberg: Racah Institute of Physics, Hebrew University of Jerusalem, Jerusalem 91904, Israel
S. Solomon: Racah Institute of Physics, Hebrew University of Jerusalem, Jerusalem 91904, Israel
D. Mazursky: School of Business Administration, Hebrew University of Jerusalem, Jerusalem 91904, Israel

International Journal of Modern Physics C (IJMPC), 1996, vol. 07, issue 05, 655-673

Abstract: We present algorithmic procedures for generating systematically ideas and solutions to problems which are perceived as creative.Our method consists of identifying and characterizing the most creative ideas among a vast pool. We show that they fall within a few large classes (archetypes) which share the same conceptual structure (Macros). We prescribe well defined abstract algorithms which can act deterministically on arbitrary given objects. Each algorithm generates ideas with the same conceptual structure characteristic to one of the Macros. The resulting new ideas turn out to be perceived as highly creative.We support our claims by experiments in which senior advertising professionals graded advertisement ideas produced by our method according to their creativity. The marks (grade4.6±0.2on a 1–7 scale) obtained by laymen applying our algorithms (after being instructed for only two hours) were significantly better than the marks obtained by advertising professionals using standard methods (grade3.6±0.2)).The method, which is currently taught in USA, Europe, and Israel and used by advertising agencies in Britain and Israel has received formal international recognition.

Keywords: Creativity; Advertising; Complex Systems; Reductionism; Cluster Algorithms; Artificial Intelligence; Accelerated Dynamics; Connectionist Modeling (search for similar items in EconPapers)
Date: 1996
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0129183196000557
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijmpcx:v:07:y:1996:i:05:n:s0129183196000557

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0129183196000557

Access Statistics for this article

International Journal of Modern Physics C (IJMPC) is currently edited by H. J. Herrmann

More articles in International Journal of Modern Physics C (IJMPC) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().