A Neuroeconomic Framework for Creative Cognition

Neuroeconomics is the study of the neurobiological bases of subjective preferences and choices. We present a novel framework that synthesizes findings from the literatures on neuroeconomics and creativity to provide a neurobiological description of creative cognition. It proposes that value-based decision-making processes and activity in the locus coeruleus-norepinephrine (LC-NE) neuromodulatory system underlie creative cognition, as well as the large-scale brain network dynamics shown to be associated with creativity. This framework allows us to re-conceptualize creative cognition as driven by value-based decision making, in the process providing several falsifiable hypotheses that can further our understanding of creativity, decision making, and brain network dynamics.