Role of Heuristics and Assumptions

Five Step Creative Process

Bhagyashree tripathi, 28
 Heuristics

o Heuristics are mental shortcuts

that enable you to make
decisions and solve
problems quickly.

o The term is Greek in origin,

meaning ‘to find’ or ‘to
discover’
 How does it work?

o when you try to screw or unscrew something, you do not think

too much about how to do it. You just apply the
clockwise/counterclockwise rule and change your approach only if
it does not work.

o You have a certain technique or approach that has worked out for
you many times in the past, so you always apply it for solving
problems of similar nature. It becomes your first course of action,
which you do instinctively without deliberating too much.
o Heuristic persuasion thus focuses on inducing attitude change or
altering an individual’s evaluation of a target through the use of
heuristics.

o Since we do not usually exert a lot of psychological resources to

judge the validity of a persuasive message, unless it has significant
importance to us, we often relies on superficial cues and heuristics
to assume its validity.

o Because of this, soft selling has become a popular advertising

strategy with some advertisers. It is an advertising strategy that
relies on the use of images, emotions, symbols, or values to
promote a product.
 Heuristics are not always right!

o As with most other things in life, heuristics too are not always
right. In some cases, it might lead to biases and prejudices about
a particular place, custom, or people. So, you need to be careful
not to stereotype and categorize things without knowing the
actual facts.

o Similarly, relying too much on heuristics might also make it difficult

for you to come up with new ideas or solutions. If you follow a
specific pattern to make decisions or solve problems, you might
eventually find it hard to think out of the box.
o
 5 step creative process

o Immersion/ Preparation - gathering raw material is the first step in

his outline of the creative process. Gathering raw material in a real
way is not as simple as it sounds.

o Incubation - Putting the problem out of your conscious mind and

turning the information over to the subconscious to do the work.
o Illumination - The birth of an idea.

o Evaluation – to study the idea.

o Implementation – The work starts here.

THANK YOU!