Creativity is generally defined as the ability to generate products or thoughts that are both novel (new, unusual, original, and unexpected) and appropriate (useful, effective, adaptive, and valuable) (Sternberg & Lubart, 1996. Although novelty and appropriateness are considered two essential features of creative ideas (

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The process of creative discovery refers to discovering additional values of existing objects by identifying novel associations between seemingly unrelated things; however, this process is not always successful. To reveal the dynamic process of creative discovery, particularly when and why people made right or wrong judgments, the daily life scenario was described, and a possible tool was presented for judging whether it is usable to solve problems. Electrophysiological activity was recorded when people identified novel tools and then retrospectively analyzed the differences among three responses: correctly identified novel and usable (C‐NU) options, falsely identified novel and usable (F‐NU) options, and correctly identified novel but unusable (C‐NUU) options. The results showed that, compared with ordinary tools, novel tools evoked greater N2, N400 and LSP amplitudes; the differences in these components were likely associated with the monitoring and resolution of cognitive conflicts in the process of discovering novel associations. Regarding novel tools, smaller N400 and greater LSP amplitudes were evoked by the C‐NU option than by the F‐NU option, and no differences in these components were found between the F‐NU and C‐NUU options. The findings revealed that the success or failure of discovering novel associations depended on reactive control in resolving conflicts. Only when sufficient cognitive effort is used to resolve a conflict to a great degree can the appropriately novel association be successfully discovered; otherwise, the novel and appropriate association is lost.