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How the Brain Creates Problems – Malfunctions, Lapses, Bias and Prejudice

In: The Handbook of Creativity & Innovation in Business

Author

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  • Rouxelle Villiers

    (Auckland University of Technology)

Abstract

There is much evidence that humans are incredibly good at solving problems and building inventions to solve a range of human dilemmas. Unfortunately, our thinking patternsPatterns and cognitive lapses – including biases, prejudicesPrejudices, fixations, and several incorrectly applied heuristicsHeuristics – sometimes prevent our fallible minds from finding novel, appropriate, valuable solutions. In this chapter we cover the various thinking errors such as those already listed, and assumptive, reactive thinking, and mental set fixations. The last part of the chapter focuses on possible techniques and habits to overcome these cognitive blocks to ensure creative solutions through optimal ideation, idea refinement and decision-making.

Suggested Citation

  • Rouxelle Villiers, 2022. "How the Brain Creates Problems – Malfunctions, Lapses, Bias and Prejudice," Springer Books, in: Rouxelle de Villiers (ed.), The Handbook of Creativity & Innovation in Business, chapter 0, pages 121-153, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-2180-3_7
    DOI: 10.1007/978-981-19-2180-3_7
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