**2. Literature review**

#### **2.1 Creativity**

Creativity could be defined as the artist's production capacity, the discoverer, and the inventor, which is manifested by inventive originality or, even, by the ability to find different and original solutions in the face of new situations (innovation). According to several authors that follow the complexity of the phenomenon, this concept gains one or another meaning. However, the various definitions proposed are grouped, centered, and interconnected in four perspectives: (i) the person; (ii) the processes/techniques/ means/acts; (iii) product/object/purpose/objective; and (iv) climate/environment.

Torrance [10] and Alencar [11], among others, refers to three mental capacities that can be considered intimately linked to creativity: (i) Fluency–"the abundance or quantity of different ideas on the same subject or answers to a question" or "the ability to think of a large number of ideas or possible solutions to a problem"; (ii) Flexibility–"the ability to alter the course of thought or devise different categories of responses" or "the ability to think in different methods or strategies"; and (iii) Originality–"the ability to think of unique or unusual possibilities" or the "rare, infrequent, or uncommon" but possible responses. Creativity is the expression of a potential human capacity for achievement that manifests itself through human activities, of inventive originality or innovation, and that generates products in the course of its process [12, 13].

#### **2.2 Decision and decision making**

Kirkwood [14] asks: "What is the decision?"

For any situation, the question is: What should be done? What is the decision to make? Has the problem been identified? What are the possible alternative solutions. A possible answer would be to consider the decision as a complex and comprehensive process that begins with the perception of the need for change and ends with the choice and implementation of a course of action, among the several viable ones [14].

March [15] states that decision-making is the activity that interprets the action as a rational choice. For this author, the term rational is usually interpreted as equivalent to "smart" or "successful", which describes actions as having the desired results. Rationality, in turn, is defined as a set of procedures, particular, and natural, for making choices. The views of rationality can be observed from two main perspectives, one based on Unlimited Rationality (Locke and Laplace) and on "Optimization with Constraints" and another based on Bounded Rationality developed by Herbert Simon in 1957 in his book "Heuristic of Satisficing" and, more recently, in "Quick and Simple Heuristics" [16] and the organizational decision-making mixes the two styles, rational and administrative [17].

#### **2.3 Creativity and decision making**

Clemen [18] states that creativity plays an important role in decision-making because it can be much more than an activity that generates new alternatives that determine the limits (boundaries) of the decision. An active decision-maker looks for decision opportunities and tries to create them whenever possible, looking for new

*Introductory Chapter: Creativity in Decision Making DOI: http://dx.doi.org/10.5772/intechopen.105369*

and better alternatives. Techniques such as Fluent and Flexible Thinking, List Building, Brainstorming, and Metaphorical Thinking can help to achieve high levels of creativity in decision-making processes. Group discussion techniques can promote creativity by appropriately managing group interactions and improving the creative environment (climate of creativity).

### **3. Methods**

#### **3.1 Objectives**

As a general goal, we try to know if there's the possibility to people decide creatively in a global way. Specifically, we want to know what kind of creativity manner is necessary to take excellent decisions making and if the people develop creativity to do that and what's the consequences about it.

#### **3.2 Sample**

We consider a population from an industrial society composed of 45 subjects from a group of 71 resulting in the respective non-probabilistic sample fraction with a total of 63% being n the population and N the universe we have: n = 45 N = 71 (n/N = 45/ 71 = 0,63).

#### **3.3 Hypothesis**

According to the problem, we formulate the following hypothesis:1. The subjects present creative potential to decide.2. The knowledge level supports the creative decision. 3. Gender helps to decide creatively. 4. The potential to decide creatively depends on age. 5. The career progression increases the creative potential to decide. 6. The creative decision will be a myth or a reality.

#### **3.4 Instruments and procedures**

We proceed with three analyses. First using the Hermann Creative Potential Test [19] indicates that creative potential originates in the brain, more properly in the left and right cerebral hemispheres which represent both sides 2 of the human brain, analytical and creative functions representing the past and future, control the hands, and act according to the four mediators: rational, cautious, experimental, and sensitive. According to this, he introduced us to the second strategy we will examine, with the application of a questionnaire, the detection of the creative potential of each subject arising from the biological basis of brain function [20].

We then carried out a second analysis, to confirm the aimed potential existence, using the Borda method [21], a support decision method, where we analyzed all preferences organizing the subjects according to their choices preferences and received points for that. 1 point for the last preference, 2 points if it's the second preference, and N points if it's the first preference. Whoever, in this case, has more points approximately powers greater decision-making ability. Finally, we used the third, simply descriptive, analysis to find options for the expected average that's 3 searching hypothesis confirmation.

**Figure 1.** *Subject's creative potential.*

**Figure 2.** *% Subjects creative potential.*


#### **Table 1.**

*Subject's creative potential.*


#### **Table 2.**

*Subjects' creative potential confirmation.*

**Figure 3.**

*Subjects' creative potential confirmation.*
