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Psychology Today Features WSB Professor’s Research on Creativity

by Rob Kelly Wednesday, June 17, 2015
 page moreau uw–madison wisconsin school of business creativity

Page Moreau, The John R. Nevin Chair in Marketing at the Wisconsin School of Business

Can detailed instructions have a negative effect on creativity? 

They can, according to new research co-authored by Page Moreau, the John R. Nevin Chair in Marketing at the Wisconsin School of Business. 

Psychology Today featured Moreau’s findings in an article titled “Building with LEGO Kit Instructions Makes Kids Less Creative.” 

In a series of experiments, Moreau and her co-authors asked subjects to build something using LEGO blocks. Those who followed explicit instructions from a kit performed less well on subsequent creative tasks than those who built without using instructions.

“Building a LEGO kit with instructions puts you in the mindset to solve well-defined problems, which makes it harder to solve ill-defined problems,” Moreau says. 

Read the full article on the Psychology Today website. Another write-up of Moreau’s findings appears on the Geek Dad blog.