Decisions for Others Are More Creative Than Decisions for the Self

Four studies investigate whether decisions for others produce more creative solutions than do decisions for the self and if construal level explains this relation. In Study 1, participants carried out a structured imagination task by drawing an alien for a story that they would write, or alternatively for a story that someone else would write. As expected, drawing an alien for someone else produced a more creative alien. In Studies 2a and 2b,...