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Innovation Relies on the Obscure: A Key to Overcoming the Classic Problem of Functional Fixedness

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A recent analysis of real-world problems that led to historic inventions and insight problems that are used in psychology experiments suggests that during innovative problem solving, individuals discover at least one infrequently noticed or new (i.e., obscure) feature of the problem that can be used to reach a solution. This observation suggests that research uncovering aspects of the human semantic, perceptual, and motor systems that inhibit the noticing of obscure features would enable researchers to identify effective techniques to overcome those obstacles. As a critical step in this research program, this study showed that the generic-parts technique can help people unearth the types of obscure features that can be used to overcome functional fixedness, which is a classic inhibitor to problem solving. Subjects trained on this technique solved on average 67% more problems than a control group did. By devising techniques that facilitate the noticing of obscure features in order to overcome impediments to problem solving (e.g., design fixation), researchers can systematically create a tool kit of innovation-enhancing techniques.
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Tony McCaffrey
Innovation Relies on the Obscure : A Key to Overcoming the Classic Problem of Functional Fixedness
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Since the first study of insight problems (Kohler, 1927), no
theory has emerged that can help researchers systematically
identify innovation-enhancing techniques for solving toy
insight problems (which require only general knowledge about
objects) or real-world insight problems (which require special-
ized knowledge, such as difficult engineering problems). All
insight problems require noticing something commonly over-
looked that can be used to devise a solution. For an example of
a toy insight problem, consider the two-rings problem, in
which the participant has to fasten together two weighty steel
rings using only a long candle, a match, and a 2-in. cube of
steel (McCaffrey, 2011). Melted wax is not strong enough to
bond the rings, so the solution relies on noticing that the wick
is a string, which can be used to tie the rings together. Once
people notice this, they easily devise a way to extricate the
wick from the wax (e.g., scrape away the wax on the edge of
the cube). For an example of a real-world insight problem,
consider the classic invention of mechanical flight, which
required moving away from the idea of emulating the move-
ment of a bird’s flexible wing to considering the possibility of
a fixed wing.
There are two overarching theories of insight-problem solv-
ing. In the representation-change view (Knoblich, Ohlsson,
Raney, Haider, & Rhenius, 1999; Ohlsson, 1992), subjects ini-
tially adopt an incorrect or incomplete representation of the
problem and must change it before solving the problem. This
view has not led to a systematic approach to problem solving
because research based on this framework has not answered
what different types of representation change exist and how
researchers can help people notice the types that they typically
overlook. Second, according to the distant-association view
(Mednick, 1962), innovative solutions rely on associations that
are distant from the concepts of the problem. This view has also
not led to a systematic approach to problem solving because
research based on this framework has not answered the same
types of questions, namely, what different types of associations
exist, and how researchers can help people notice the distant
members of each type.
In contrast, I have devised a theory that addresses these
types of questions and thus allows for a systematic approach to
Corresponding Author:
Tony McCaffrey, University of Massachusetts Amherst, Department of
Cognitive Psychology, Tobin Hall, 135 Hicks Way, Amherst, MA 01003-
9271
E-mail: amccaffr@psych.umass.edu
Innovation Relies on the Obscure: A Key
to Overcoming the Classic Problem of
Functional Fixedness
Tony McCaffrey
University of M assachuset ts Amherst
Abstract
A recent analysis of real-world problems that led to historic inventions and insight problems that are used in psychology
experiments suggests that during innovative problem solving, individuals discover at least one infrequently noticed or new
(i.e., obscure) feature of the problem that can be used to reach a solution. This observation suggests that research uncovering
aspects of the human semantic, perceptual, and motor systems that inhibit the noticing of obscure features would enable
researchers to identify effective techniques to overcome those obstacles. As a critical step in this research program, this study
showed that the generic-parts technique can help people unearth the types of obscure features that can be used to overcome
functional fixedness, which is a classic inhibitor to problem solving. Subjects trained on this technique solved on average 67%
more problems than a control group did. By devising techniques that facilitate the noticing of obscure features in order to
overcome impediments to problem solving (e.g., design fixation), researchers can systematically create a tool kit of innovation-
enhancing techniques.
Keywords
problem solving, creativity, insight, functional fixedness, generic-parts technique
Received 8/16/11; Revision accepted 10/19/11
Research Report
Psychological Science OnlineFirst, published on February 7, 2012 as doi:10.1177/0956797611429580
by Anthony McCaffrey on February 9, 2012pss.sagepub.comDownloaded from
2 McCaffrey
the creation of innovation-enhancing techniques. Examining
the information required to solve all toy insight problems
involving physical objects, the development of 100 recent
real-world inventions, and the creation of 1,001 historic inno-
vative inventions (Challoner, 2009) suggests that almost all
innovative solutions involve two steps: noticing an infre-
quently discerned or new (i.e., obscure) feature of the problem
and building a solution based on that obscure feature (the
obscure-features hypothesis of innovation; McCaffrey, 2011).
Further, the key obscure features of all these toy problems and
real-world inventions fell into one of 32 categories (e.g., parts,
material, shape, and size). These features form an extensive
category system (i.e., feature-type taxonomy; McCaffrey,
2011) that comprises many of the types of features that a phys-
ical object might possess.
On the basis of the feature-type taxonomy, researchers can
analyze each cognitive obstacle to problem solving in terms of
which feature types are being overlooked and why. The classic
obstacle is functional fixedness, which has been described as
the tendency to fixate on the typical use of an object or one of
its parts (Duncker, 1945). On the basis of my examination of
many inventions and insight problems, however, I characterize
functional fixedness as the tendency to overlook four types of
features possessed by a problem object (parts, material, shape,
and size) because of the functions closely associated with the
object and its parts. To overcome functional fixedness, Ohls-
son (1992) suggested adding new information about the object
or the problem (i.e., elaborating) or reinterpreting old informa-
tion (i.e., re-encoding). However, how do people specifically
go about elaborating and re-encoding?
Knoblich and his colleagues (1999) suggested breaking the
objects of the problem into parts (i.e., chunk decomposition),
but this technique does not help people fully overcome func-
tional fixedness. For example, in the two-rings problem, sub-
jects need to notice that a wick is a string. Breaking the candle
into its parts, wax and wick, is insufficient to move subjects
beyond the common use implied by the word “wick”: burning
to emit light. I propose that subjects should create function-
free descriptions for each part. More fully, I propose that sub-
jects can overcome functional fixedness by articulating the
parts, material, shape, and size of each object of the problem
so that descriptions that imply a use (e.g., a prong of an electri-
cal plug) are replaced by function-free descriptions (e.g., a
thin, rectangular piece of metal 0.75 in. long by 0.25 in. wide).
Thus, the common use implied by a description (e.g., transport
electricity) can hopefully give way more easily to new uses
(e.g., use the prong as a screwdriver to solve a particular
problem).
Specifically, I propose a method of elaboration called the
generic-parts technique (GPT), in which two questions are
continually asked as a person creates a parts diagram (Fig. 1).
For each description a participant creates, he or she should
ask, “Can this be decomposed further?” If so, the participant
should break that part into its subparts and create another hier-
archy level in the diagram. The second question to ask is
“Does this description imply a use?” If so, the participant
should create a more generic description based on material and
shape. This procedure results in a tree, in which the descrip-
tion in each leaf (i.e., the bottom level of the tree’s hierarchy)
does not imply a use and involves the material and shape of the
part under consideration. Further, because the parts become
smaller as the hierarchy levels progress, this process also calls
attention to the size of each of the parts. In essence, the GPT
helps subjects think beyond the common functions associated
with an object and its parts.
Method
The purpose of this experiment was to test whether learning
the GPT helps subjects improve their problem-solving perfor-
mance, notice more obscure features of the proper types, and
identify the key obscure feature required for a solution.
Because real-world insight problems require specialized engi-
neering knowledge, I tested the GPT on toy insight prob-
lems—which require only general knowledge about objects.
Because rigorously performing the GPT will uncover the key
obscure feature for all toy insight problems that are known to
evoke functional fixedness, this study tested whether subjects
could successfully incorporate the GPT into their problem-
solving behavior once they learned it. However, this study did
not test the implicit effect of just being exposed to the GPT.
For this reason, if any subjects had been unable to master the
GPT during training, they would not have been allowed to pro-
ceed further in the experiment. However, the GPT was easy to
learn, so all subjects mastered it.
Subjects
Twenty-eight undergraduate students were recruited from the
University of Massachusetts Amherst. A power analysis indi-
cated that this was the number of subjects required in order to
achieve a power of .80 (α = .05) in detecting an effect size
equal to 0.6 (nearly medium, based on Cohen’s scale).
Candle
Wax
Wick
Long
Interwoven
Fibrous
Strands
Cylindrically
Shaped
Lipids
String
Fig. 1. Example of a generic-parts diagram. Starting with an object (in this
case, a candle), participants decompose the object into its component parts
and then into generic descriptions of the material and shape of the parts.
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Innovation Relies on the Obscure 3
Materials
Eight toy insight problems were used: the prisoner-and-rope
problem (Isaak & Just, 1995), the candle problem (Duncker,
1945), the circuit problem (Glucksberg & Danks, 1968),
the stuck-truck problem (http://www.thinkriddles.com/stuck-
semi-riddle-785.html), and four new problems: the two-rings
problem, the desk-lamp problem, the wristwatch problem,
and the hot-coals problem (McCaffrey, 2011). These problems
were chosen because solving them required subjects to over-
come functional fixedness.
Procedure
Subjects were randomly assigned to either a control group or a
GPT group. All subjects completed one session, which con-
sisted of a training phase (20 min) followed by two testing
phases: solving insight problems (60 min) and listing features
for 10 common objects (40 min). Each session contained
approximately 5 subjects from only one of the groups.
Training phase. Training for the control group consisted of a
word association task, in which subjects were presented with
150 stimulus words one at a time. They responded by writing
the first word that came to mind. This task has been shown to
have no influence on subsequent problem-solving perfor-
mance (Chrysikou, 2006; Chrysikou & Weisberg, 2005).
During training for the GPT group, the experimenter created
and explained the generic-parts diagram for a bell. Subjects in
the GPT group then attempted to create two parts diagram on
their own for two other objects within 20 min. A subject was
allowed one mistake on each parts diagram. Mistakes occurred
when either a leaf-node description implied a use or some part
had been omitted. All subjects accomplished this task, so none
were eliminated from the remainder of the experiment.
First testing phase. Following the design of Chrysikou
(2006), the experimenter gave each subject one insight prob-
lem at a time on a separate sheet of paper in a randomized
order. In each session, subjects worked on the problems in dif-
ferent orders and spent up to 8 min on each problem. When a
subject had a proposed solution, he or she showed it to the
experimenter. If the experimenter deemed that the solution
worked, the subject received the next problem. If the experi-
menter deemed that the solution did not work, the subject was
given a brief explanation as to why and was encouraged to
continue working on the problem until the time limit for that
problem expired. If a subject wrote down a solution that the
experimenter had not seen before, the experimenter said that a
panel of three judges would decide later on the efficacy of that
solution by a majority vote. The experimenter then encour-
aged the subject to use the remaining time on that problem to
either refine his or her current solution or try to create a second
solution.
To encourage subjects in the GPT group to use the GPT, I
included a note at the top of each problem sheet stating that the
method they learned in the training phase should be helpful in
solving the problem. Following Chrysikou (2006), I provided
the control group with a neutral statement encouraging them to
do their best because the problems were difficult.
After completing this phase of the testing, subjects filled
out a questionnaire so their familiarity with the problems
could be assessed. If a subject expressed familiarity with any
problem, it was eliminated from the data.
Second testing phase. In the second phase of testing, sub-
jects listed features of 10 randomly ordered objects: Five
objects were critical to solving the insight problems (e.g., the
candle holds the key feature—the wick is a string—for solving
the two-rings problem), and five objects were not involved in
any of the insight problems. For each object, subjects were
instructed to list all its associations, features, and properties in
a 4-min time period. Because subjects had questions as to what
constituted a feature, for each testing session, the experimenter
presented the same example of a coffee cup and described the
same four features: “has a handle,” “mouth is bigger than
base,” “handle is shaped like an ear,” and “can draw circles
with it.” The experimenter explicitly said that these were
examples of features and that subjects could write down any-
thing that they associated with the object. Before beginning
the feature-listing task, the GPT group was encouraged to use
the GPT because it could help uncover overlooked features.
The control group was encouraged to list all the features they
could.
Results
When analyzing the data, I decreased the degrees of freedom
accordingly if there was an inequality in the variances between
the groups (as measured by Levene’s test). There was no sig-
nificant difference in the number of problems the two groups
reported as familiar in the postproblem questionnaire (control
group: M = 0.21; GPT group: M = 0.50), t(17) = 0.97, p = .35.
The GPT group solved 67.4% more problems than the con-
trol group did (GPT group: M = 82.7%; control group: M =
49.4%), which was a significant difference, t(26) = 4.23, p <
.001. The standardized effect size was dramatically large,
Cohen’s d = 1.59 (0.80 is considered large, 0.50 is medium,
and 0.25 is small).
Four types of obscure features were targeted in this study
(material, shape, size, and parts). To gauge which features of
an object were obscure, I conducted a norming study using 15
subjects. In the norming study, subjects were given objects
from the eight insight problems used in the main experiment
and asked to list the critical obscure feature of each object
needed for a solution (e.g., the candle from the two-rings prob-
lem). A feature was considered common if 2 or more subjects
listed it in the norming study. Common features from the
norming study were removed from the lists created in the sec-
ond testing phase.
In the main experiment, the GPT group listed more target
features than the control group did (GPT group: M = 3.17;
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4 McCaffrey
control group: M = 1.90), t(19) = 2.47, p = .02, and also listed
the key obscure feature necessary to solve the problem more
often than the control group did (GPT group: M = 73%; con-
trol group: M = 40%), t(26) = 2.20, p = .04. In a follow-up
study, a new group of subjects (also divided into control and
GPT groups) listed features for the same 10 objects without
being exposed to any of the insight problems. Compared with
the findings in the main experiment, the results for both the
listing of target features (GPT group: M = 4.28; control group:
M = 1.87), t(24) = 3.80, p = .001, and the listing of the key
obscure feature (GPT group: M = 75%; control group: M =
27%), t(24) = 3.86, p = .001, showed the same pattern. These
results suggest that it is not mere exposure to the problems but
rather learning the GPT that leads subjects to identify more
target features and more often to discern the key obscure fea-
ture necessary to solve the problem.
These results strongly suggest that the GPT helped subjects
overcome functional fixedness by helping them list more tar-
get features, list the key obscure feature more often, and solve
more insight problems of the type that normally evoke func-
tional fixedness than control subjects did.
General Discussion
There were four key results of this study. First, subjects who
used the GPT solved significantly more insight problems of
the type that typically evoke functional fixedness than a con-
trol group did. Second, subjects in the GPT group listed more
obscure features required for overcoming functional fixed-
ness, including the key obscure feature required for a solution.
Third, I redefined functional fixedness as the tendency to
overlook four types of obscure features (parts, material, shape,
and size). Fourth, the GPT was shown to be a powerful tech-
nique in a potential tool kit of innovation-enhancing tech-
niques, in which each technique can be used to overcome a
specific cognitive obstacle to problem solving by helping sub-
jects notice the specific obscure feature necessary for a solu-
tion. Another such technique, discussed in McCaffrey and
Spector (2011), helps subjects successfully overcome design
fixation (Jansson & Smith, 1991), which is the tendency peo-
ple have to fixate on known solutions when trying to create
more innovative solutions.
Once there is a technique to overcome all known cognitive
obstacles to innovation and a technique to help uncover the
obscure members from each of the 32 feature types, then an
unsolved problem involving physical objects may be
approached in the following manner: On the basis of ever-
growing samples of examined problems, researchers can cre-
ate a probability distribution based on how often each feature
type was the key feature for solving a problem. When given a
new unsolved problem, researchers can then use the probabil-
ity distribution to help choose the order in which to try the
innovation-enhancing techniques in the tool kit.
The new problem-solving framework tested in this study
provides a highly methodical approach to innovation. This
approach involves a systematic search process through the
feature space using a panoply of techniques that precisely tar-
get the obscure members of different sets of feature types. The
tool kit of techniques used in this framework contains many
specialized tools, which contrasts with the current approach of
forming a tool kit of a few general tools (e.g., chunk decompo-
sition and constraint relaxation; Knoblich et al., 1999). I
believe that many specialized tools will be more effective for
professional problem solvers than a few general tools are, but
future research will be needed to test this statement.
Declaration of Conflicting Interests
The author declared that he had no conflicts of interest with respect
to his authorship or the publication of this article.
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by Anthony McCaffrey on February 9, 2012pss.sagepub.comDownloaded from
... McCaffrey [34] argued that FF can be ameliorated through systematic questioning that encourages individuals to think of an object not in terms of its use, but in terms of its physical makeup. As such, the focus switches from conventional uses of the object being activated from semantic memory to a focus on the parts of the object that are inherently more generic. ...
... As such, the focus switches from conventional uses of the object being activated from semantic memory to a focus on the parts of the object that are inherently more generic. McCaffrey [34] called this method of elaboration the Generic Parts Technique (GPT). In GPT, participants are presented with an object and are repeatedly asked two questions until the object is broken down into its most generic, non-use form. ...
... McCaffrey [34] found that when participants engage in the GPT, they solve more insight problems and do so more creatively than do those who were not provided with GPT instruction. This result is likely due to the GPT participants being released from conventional object uses typically activated in LTM and focused on atypical uses of the components of the objects. ...
Chapter
Full-text available
This chapter reviews research and models concerning cognitive aspects of creative problem solving. Following the introduction, research related to two major obstacles to creative problem solving are reviewed: difficulties in far reasoning by analogy and functional fixedness (perceiving objects and situations only in conventional ways). In the next section, four models of the cognition of creative problem solving are discussed. They are non-overlapping, each dealing with complementary aspects of the creative process. This includes a recent model of how creativity develops and another of how problems are solved creatively in applied settings such as business environments. In the final section, a synthesis of the four models and research reviewed is made regarding what they share-in-common and their unique contributions. To reinforce the material, we end by presenting a case study of creative problem finding via reasoning by analogy within cognitive psychology. Applications and questions for future research are suggested.
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... Gilhooly et al. (2007) found that objects can be disassembled into its features or combine these features to generate creative uses, or some broad uses are retrieved to analyze whether they are appropriate to the features that the objects have. The obscure feature hypothesis suggests that generation of creative uses can be facilitated by uncovering overlooked features through interactions between the objects and other entities in some episodes, such as floor, body, hand, and so on (McCaffrey, 2012;McCaffrey & Krishnamurty, 2015). Moreover, it has been found that creativity can be facilitated by episodic-specificity induction (Madore et al., 2015), where subjects are asked to retrieve the details of certain episodes . ...
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... As previously mentioned, insight can emerge from reorganizing or restructuring information (MacGregor et al., 2001;Weisberg, 2015). However, this cognitive process can be impaired if a so-called functional fixation is present (McCaffrey, 2012). This means, for example, that a tool is very strongly associated with a certain type of use or activity, so that a potential unconventional use of it to solve a problem is masked. ...
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