Effects of motivational cues on perceptual asymmetry: implications for creativity and analytical problem solving.

In 4 experiments, participants were led to focus on either the prospect of positive outcomes (approach anticipation) or the prospect of negative outcomes (avoidance anticipation) and were subsequently administered behavioral measures of relative hemispheric activation. It was found that approach, relative to avoidance-related anticipatory states, produced greater relative right (diminished relative left) hemispheric activation. Experiment 3 additionally demonstrated that this pattern of activation was reversed when approach and avoidance states were not merely anticipatory but were also emotionally arousing. Finally, Experiment 4 replicated earlier findings demonstrating an influence of approach and avoidance anticipatory states on creativity and analytical problem solving (R. S. Friedman & J. Forster, 2001, 2003) and provided evidence that such effects are mediated by differences in relative hemispheric activation.