Yoon-Jung Huh, Journal of Internet Computing and Services, Vol. 12, No. 5, pp. 171-0, Oct. 2011
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Keywords: Design concept generation, Word Stimuli, Related Search, Creative Cognition

Abstract

In this paper it is hypothesized that word stimuli that are presented by Google’s search word, would improve the quality of the design solution, so this research examines the effect of related search word stimuli in concept generation and analyzes the results through the processes of creative cognition. In the process of concept generation, words are given as stimuli which are generated through Google's related search and these search words are given by 5 levels. Google search is based on the collaboration philosophy. People's participation and contribution recreate knowledge and information, so these renewed and related search words update in real time by people are used as stimuli. Two problems are provided with related search words. After the design concept generation the results are analyzed by 3 bases: the usage of related search words and those of frequency, creativity, and Finke's 12 Geneplore model. These are the results of the research. Many levels of related search words are used in design concept generation but especially higher levels which are more related to search words are more used than lower levels. The usage of multi words and conjunction with higher levels and lower levels words are observed in creative results. On the creative cognitive processes, it is more creative when using association and mental transformation with the related search words than using the related search words simply. Creative outputs also use conceptual interpretation, functional inference, and contextual shifting of creative cognitive processes of Finke's 12 Geneplore model.

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