An Entropy Modulation Theory of Creative Exploration

Compared to individuals who are rated as less creative, higher creative individuals tend to produce ideas more quickly and with more novelty—what we call faster-and-further phenomenology. This has traditionally been explained either as supporting an associative theory—based on differences in the structure of cognitive representations—or as supporting an executive theory—based on the principle that higher creative individuals utilize cognitive control to navigate their cognitive representations differently. Though extensive research demonstrates evidence of differences in semantic structure, structural explanations are limited in their ability to formally explain faster-and-further phenomenology. At the same time, executive abilities also correlate with creativity, but formal process models explaining how they contribute to faster-and-further phenomenology are lacking. Here, we introduce entropy modulation theory which integrates structure and process-based creativity accounts. Relying on a broad set of evidence, entropy modulation theory assumes that the difference between lower and higher creative individuals lies in the executive modulation of entropy during cognitive search (e.g., memory retrieval). With retrieval targets racing to reach an activation threshold, activation magnitude and variance both independently enhance the entropy of target retrieval and increase retrieval speed, reproducing the fasterand- further phenomenology. Thus, apparent differences in semantic structure can be produced via an entropy modulating retrieval process, which tunes cognitive entropy to mediate cognitive flexibility and the exploration–exploitation trade-off.