Creative ideation activates disinhibited reward-seeking and indulgent choices.

Given that creative ideation has been widely characterized as involving disinhibition, we tested whether a brief creative ideation effort increased subsequent indulgence through the choice of real or imagined rewards. Across 10 experiments (and an additional four in the Supplemental Material) and 3,412 participants (including the ones in the Supplemental Material), we show that a short creative ideation (vs. control) task led to more indulgent eating, drinking, and exercise choices and behaviors. Participants who generated creative ideas subsequently assembled burgers with higher calorie content (Studies 1a, 3a, 3b, 4), proposed cocktails with higher alcohol content (Study 1b), planned workouts that burned fewer calories (Study 1c), chose candy more often (Study 1d), and ate more candy (Study 2) than participants who engaged in control tasks. In line with the perspective that creativity involves disinhibition, these effects were mediated by the behavioral activation system, which is thought to underlie the uninhibited pursuit of desires and rewards (Studies 2, 3a, 4). Furthermore, an experiment in which we manipulated the behavioral activation system showed a causal effect on indulgent eating choices (Study 5). We discuss the implications for future research on the consequences of creativity as well as the possibility that creative work might lead to indulgent, potentially unhealthy choices and behaviors. (PsycInfo Database Record (c) 2024 APA, all rights reserved).