Amber had been struggling to come up with a creative idea for her marketing proposal for weeks. Frustrated, she decided to leave her office and go for a hike in the mountains to clear her mind. She enjoyed taking in her natural surroundings and thought little about her work. When she arrived back at the office, she suddenly had a promising new idea occur to her. In what phase of creative decision making was Amber during her hike in the mountains?
A) Preparation
B) Incubation
C) Illumination
D) Verification

Question

Quizplus · Accepted Answer

Amber was in the incubation phase, where she was not actively thinking about her problem but allowing her subconscious to process information and come up with new ideas. The fact that she had a breakthrough idea after her hike suggests that her mind was incubating the problem during that time.

Amber Had Been Struggling to Come Up with a Creative