Misinformation and Information Gathering in Creative Problem-Solving

Abstract

Information gathering is a critical process in creative problem-solving. An important feature of successful information gathering is scanning for discrepant information and attending to such discrepancies to understand the nature of information better. However, the rapid spread of information can make it more difficult to discern accurate from inaccurate information. Misinformation is false or inaccurate information, the spread of which can have real consequences on behavior. While there has been much study of misinformation, including what makes people susceptible and the negative effects it can have on judgments and decision making, little empirical research has explored how exposure to misinformation influences creative problem-solving processes. Therefore, the present study explored how misinformation impacts search strategies used during information gathering and the viability of solutions resulting from the creative problem-solving process. Undergraduate participants were asked to assume the role of a marketing manager of a company wishing to rebrand itself and were exposed to accurate and misinformation relevant to the rebrand before being asked to generate ideas and a final plan. Source credibility and post-exposure misinformation warnings were manipulated. The impact of misinformation on the creative process and, ultimately creative solutions, is complicated. While misinformation gathering is associated with worse idea generation and final plan outcomes, post-exposure warnings about possible misinformation seem to constrain some information gathering behaviors and creative output. Findings and implications are discussed.