Two experiments tested the red herring retrieval hypothesis, which states that fixation in creative problem solving is worse when memory for red herrings (i.e., inappropriate or incorrect solutions) is strengthened. In Experiment 1, when associations between Remote Associates Test (RAT) problem words (e.g., COTTAGE, SWISS, CAKE) and related red herring words (e.g., hut, chocolate, icing) were strengthened via repetition, an encoding variable, fixation was found to increase. In Experiment 2, when associations were formed between RAT problem contexts and red herrings, then subsequent reinstatement of problem contexts during RAT problem solving trials (as compared with showing new contexts) also worsened fixation effects. Our results add to the increasing body of research that connects memory with creative problem solving, and they suggest possible ways for overcoming fixation effects.

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Two experiments tested the context-dependent fixation hypothesis of incubation effects, that initially fixated problems can be resolved when problem-solvers are in new contexts not associated with fixated ideas. Both experiments associated misleading clues with initial problem-solving contexts, causing a fixation effect, and retested problems either in fixation contexts or in new contexts. Resolution of initially unsolved problems was greater after a delay (an incubation effect), and incubation was greater when retests of problems were in new contexts. The results are consistent with previous laboratory findings, and they help explain why many historic cases of sudden insight occurred outside of typical work contexts.

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