Amber had been struggling to come up with a creative idea for her marketing proposal for weeks. Frustrated, she decided to leave her office and go for a hike in the mountains to clear her mind
She enjoyed taking in her natural surroundings and thought little about her work. When she arrived back at the office, she suddenly had a promising new idea occur to her. In what phase of creative decision making was Amber during her hike in the mountains?
A) Preparation
B) Incubation
C) Illumination
D) Verification
Answer: B
Explanation: A) Incorrect. Preparation involves intentional collection of ideas and information.
B) Correct. Amber's hike allowed her brain to engage in unconscious processing of the information she had been gathering.
C) Incorrect. Illumination describes the moment that the new insight is recognized. This occurred after Amber returned from the mountains.
D) Incorrect. Verification is the process of evaluating the new solution.
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