Utilizing EEG to Explore Design Fixation during Creative Idea Generation.

Design fixation is related to the broad phenomenon of unconscious cognition bias that hinders the generation of creative solutions during the conceptual design process. While numerous research studies have gone into the study of design fixation, the experimental methods used were external to the cognitive process of designers; thus, there are some limitations. To address these limitations, the present study utilized electroencephalography (EEG) to explore the differences in neural activities between designers with different degrees of design fixation during creative idea generation. Fluency, flexibility, and the degree of copying were used to evaluate the design performance and fixation degrees of all participants; for the follow-up analyses on brain activity patterns, participants were then divided into the Higher Fixation Group and the Lower Fixation Group according to the evaluation of the degrees of copying. Next, participants in each group were contrasted separately against the task-related alpha power changes during creative idea generation. The comparison results revealed that participants with lower design fixation demonstrated stronger alpha synchronization in frontal, parietotemporal, and occipital regions during creative idea generation, while participants with higher design fixation showed stronger task-related alpha desynchronization in frontal, centroparietal, and parietotemporal regions. Such findings suggested that participants with higher fixation showed lower solution flexibility because of the inability to inhibit the solutions generated overrelying on intuition. These results could contribute to a deeper understanding of design fixation from the neuroscience perspective and provide essential theoretical supports for the subsequent defixation methods and tool development.